Covers Sell

Covers Sell

Toronto Life Covers Sell!

Posted by Scott On December - 23 - 2015

check_mark_125x125On April 23rd I blogged about the May 2015 issue of Toronto Life as the Cover of the Week.  The issue was noteworthy because of free buzz the magazine received for a secondary story the magazine had published. Controversial stories often help lift sales.

“The May 2015 issue of Toronto Life is getting lots of buzz on the radio and social media regarding a feature this month on Michael Elder.   See Press Release below:

April 21, 2015 (TORONTO) – Yesterday in Ontario Superior Court, Michael J. Elder, chair of WorkOnce Wireless Corporation, failed in his attempt to receive an emergency injunction preventing the publication of the May issue of Toronto Life.

Mr. Elder is the subject of a feature profile in the May issue of the book, entitled “The Charming Mr. Elder,” written by veteran reporter Michael Posner. Mr. Elder has raised millions from prominent Toronto investors for the development of a device called the Quillmate and is now the subject of a group action from investors seeking $12 million in damages, as well as Mr. Elder’s removal from the company as sole director.”

So, how did it sell?

Sales were up 11% compared to the May 2014 issue, which is good.  But it wasn’t one of the best-selling issues of 2015.  As you might expect, the Jian cover was the best-selling issue of the year!  Talk about controversial and lots of buzz!

2015 May2015 Jul

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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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