Tuesday, October 20, 2015
Raise Cover Price?
The question a lot of circulators and publishers ponder this time of year is whether or not to raise cover price.

Here’s a case study you may wish to consider.

Outdoor Canada produces a fabulous Hunting Special (SIP) each year. The cover designs are always first class.  In 2014, they raised the cover price from $6.95 to $7.99, an increase of $1.04 or a 15% increase in the retail price.

So, how did that play out?
  • In 2012, the Hunting Special sold 19,145 copies at $6.95, for a total gross revenue of $133,058.  (Personally, I like this cover the best).
  • In 2013, the Hunting Special sold 18,662 copies at $6.95, for a total gross revenue of $129,700. That was a variance of just 483 copies or 2.5%. Still a great performance.
  • In 2014, the Hunting Special raised the cover price to $7.99, and sold 17,676 copies.  That’s down 986 copies or 5.3%.  However, gross revenue was $141,231, for a revenue gain of $11,531 or 9%.
Clearly, this trusted brand still has a loyal following, who appreciate the quality of the magazine, and are prepared to pay for it!

Covers in sequence (2012, 2013, 2014 and the new 2015 edition, which went on sale August 24th 2015):

 
- Scott Bullock
About Me
Scott Bullock

 
Scott Bullock is the the creator of Coverssell.com. Bullock has worked as circulation director for both consumer and B2B magazines including Toronto Life and FASHION. If you have a great cover to share, please send all submissions to 
scottbullock(at)rogers(dot)com

Note to readers: some of Bullock's posts may refer to his clients.
Most Recent Blog Comment
Kelly says:
Any news on how it performed on newsstands?...
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