Covers Sell

Covers Sell

Ricardo Success Story

Posted by Scott On October - 23 - 2015

news_green-125x125Tracey McKinley was on stage yesterday at the annual Canadian PBAA event to share the success of the launch of a new Food Magazine into the English Canadian marketplace…Ricardo.

The magazine has been sizzling on Quebec’s newsstands for years now…recently selling 52,000 copies on the last two issues at a blistering 69.3% sell-through. In June, they raised the cover price on the French edition by $1 or 14% to $7.99, and sales still increased by 10%.  The magazine has reached sales of over 90,000 copies on the Holiday issue, which this year they plan to mark up to $8.99.

According to Tracey, Ricardo is a media celebrity in Quebec, not only because he is passionate about food and publishing,  but he is a well-known TV personality too.  Tracey attributes the success of the magazine in part to the fact that it is more than a magazine, that it is a “brand” that is part of a larger  “ecosystem” that includes print, digital, television, branded products and more.

The first issue of Ricardo appeared on newsstands September 15th, 2014.  The debut issue had a draw of 80,835 copies…which is an amazing achievement for any magazine, particularly when that doesn’t even include French Quebec.  Tracey was quick to share the success with their distributor (CTC, Bernie Menchise) and the wholesale community, who got behind the ambitious launch in a big way.  The issue sold 23,881 copies for a 30% sell-through, and was in an astounding 5,491 dealers in English Canada…a fantastic result of 4.4 copies sold per store.  The magazine was premium priced at $6.99.  The cover, as you can see below, is quite mouth-watering.

Launch issue 2014


Subsequent covers are equally well-made:

Dec 2014 Feb 2015Apr 2015


2015 06 (Small)2015 082015 10 (Small)


And they have already produced two SIPs.  The first, which debuted on May 4th 2015, focused on BBQ Recipes and sold for $9.99.  The second which debuted on October 5th 2015 focuses on Cookies and sells for $12.99.

Issu 522015 SIP (Small)

Since the premium-priced magazine has sold so well, the cover price for the regular issues of Ricardo has already been raised from $6.99 to $7.99, in English Canada, effective with the October 2015 issue.  Quality sells!

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About Me

Scott Bullock is a veteran circulation expert with over 38 years experience in both Canada and the United States. He has worked on trade titles such as Publisher’s Weekly, Library Journal, School Library Journal and Small Press in the USA. In consumer magazines, Scott was the Circulation Director for D Magazine (the city magazine of Dallas, Texas), and in Canada he was the Circulation Director for Toronto Life, Fashion, and Canadian Art. From 2000 to 2004, Scott was a partner at Coast to Coast Newsstand Services. Scott has also held the post of VP Sales & Marketing, for CDS Global, Canada. Currently, CoversSell.Com is Scott’s circulation consultancy. Active clients include: Fly Fusion, Canadian Geographic, Canadian House & Home, Canada’s History, Canadian Real Estate Wealth, Canadian Woodworking, Canadian Cycling, Canadian Running, Canadian Scrapbooker, Legion, Harrowsmith, SkyNews, and SuperTrax.



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