Thursday, October 23, 2014

The Winter 2015 issue of Fly Fusion is set to hit newsstands on November 24, 2014.

As a quarterly, the magazine has to make sure that every cover is particularly relevant to their audience.  The goal with each cover is to create something that generates a feeling of passionate excitement, what we call a “Yes Moment.”  It’s that nano-second where your pulse rate races and the adrenaline is released.

“With every cover, we try and learn from what has worked in the past, and what hasn’t.  We then apply those teachings to the cover at hand, ” says Chris Bird, Group Pulbisher.

 
I asked Jennifer Bird, Executive Publisher, what a “Fly Fusion moment is:  “The idea is to chase after relevance and those hard to reach ideas that always deliver. Beyond that it is an unmistakable brand and mark. Those who fly fish know it.” It’s that incredibly profound and almost religious experience of rapture that happens when you are engaged in a passion that you love, like watching snow flakes fall from the sky on the perfect Winter fishing trip.

So, what is a perfect cover?  I suppose a 100% sell-out would be one way, after the fact, of describing perfection.  Another more poetic and soulful way of defining it is: does the cover make your heart thump louder and faster?  Are subscribers thrilled when they get home from work and find the magazine in their mailbox?  Are advertisers proud to be in the issue? And do newsstand buyers step up and buy more copies than they ever have before?

“In 2010, 3 of 4 issues set new sales records. In 2011 3 of 4 issues set new records.  In 2012 2 of 4 issues set new records. In 2013 1 issue set a new record.  And so far in 2014  2 of 3 issues have set new records.  That’s 11 new record breakers in the past 5 years, so we set a very high standard for excellence,” says Scott Bullock, Newsstand Consultant.

So the question is:  Does this cover meet the test?  Time will tell, but we think the Fly Fusion “Yes Moment” has been achieved.  It’s almost like a perfect song, the kind that just makes you want to get up and dance.




Thursday, October 16, 2014
The Dec/Jan 2015 cover of Canada’s History magazine is set to hit newsstands on November 24th, 2014. The Last Spike cover, designed by James Gillespie, uses an iconic photograph to help sell the package of train stories. The cover quickly communicates the feature story…"radical clarity!"

This issue is being promoted heavily, as this time slot is typically the best each year.
 
Thursday, October 09, 2014
Rule #30: If it works, keep doing it.
 
November 1973 

December 1981

 March 1986

 February 1993 

 July 2006
Wednesday, October 01, 2014

This November, Legion Magazine will publish their 6th SIP.  Now is your chance to help pick the cover. Vote here.
 

 

 
 
 
 

 
Wednesday, October 01, 2014
Just in time for the Christmas gift giving season, Diva’s Guide to Dinner Parties will hit newsstands the first week of November.

Distributed by Coast to Coast Newsstand Services, the title will be on sale nationally in all the top retail chains, and in the U.S. it will be exclusively available at Barnes & Noble. The cover price is $14.99.
 
 
Thursday, September 25, 2014
Art Director Amy McCleverty has just unveiled her “refreshed” new look for Motorcycle Mojo. The title has been on a roll of late, with the last nine straight issues outselling the same issue from prior year.

 

Here’s what Amy had to say about the re-design:

“We are very excited about our new look, a refresh was overdue! Freelance art director, Gary Davidson got the ball rolling with the new direction. Bold new fonts, big images and more white space give the magazine a fresh, modern look. Motorcycles are our reader’s passion, so we are keeping it fun and the focus on beautiful bikes, amazing travel, and industry news. The cover is very different, with a white bar behind the logo, which we hope will make us stand out from the crowd on the newsstand. It also allows for a sky bar that is legible and room for more photos. The cover lines are bold, and lots of them.”

 
 
Thursday, September 18, 2014
The 2014 Hunting Annuals (SIPS) from Outdoor Canada and Ontario Out of Doors are on newsstands now.  Both covers are interesting, and each has taken a radically different approach to the cover design.

Outdoor Canada has produced a classic SIP. The mother brand is clearly identified in the upper left corner.  The word HUNTING played out loudly.  SPECIAL ISSUE in the traditional “sky bar” space at the top can’t be missed. The “celebrity” cover boy is a Giant Buck.   The main sell line in the classic position upper left, and is handled beautifully tucking in behind the left ear, with a blue “starburst” tucked under the right ear.  Lots of hooks with great benefit-oriented sell lines.

 

Ontario Out of Doors has opted for the “less is more” approach. The mother brand is handled nicely at the top right.  The word HUNTING is about as large and powerful as it could possibly be, with the word Annual in script layered nicely. This approach uses a montage of images, both predators and prey, that evoke the feeling of actually being out in the field.

Both covers are powerful in their own way.

Which cover do you like best and/or think will sell best?  Cast your Vote here.  We will report back later in the year as sales firm up.
Wednesday, September 10, 2014
The September 2014 issue of Chatelaine features a “tumble” cover, according to Sarmistha Roy, the magazines consumer marketing manager.  

On one side, a fabulous food cover, flip it over and on the other side is a gorgeous beauty cover. It’s great to see such creativity and attention to detail on both these covers.

Tip of the cap to the entire team for what looks like a very hot issue.

 
 

Thursday, April 24, 2014
Legion Magazine has won first place at the Gala Gutenberg awards for the outstanding printing and design of the 2013 special interest publication Canada’s Ultimate Story: Canada And The Victoria Cross.

The award was announced April 22 at a gala in Montreal.

The Gala Gutenberg awards are presented by the Printability and Graphic Communications Institute, formerly known as the Quebec Institute of Graphic Communications, to recognize excellence in graphics and the printing industry.

Printed at TC Transcontinental Quebec, the 100-page magazine published in the fall featured archival photos and illustrations and a text by historian Hugh A. Halliday. An embossed Victoria Cross was featured on its cover, designed by the magazine’s art department.

 


Thursday, April 24, 2014

The Summer 2014 issue of Fly Fusion is set to hit newsstands on May 26th, 2014.

This is the first cover we’ve ever done that shows the fish as seen from the front, as opposed to a side-view.

We’ve combined the ultimate prey (trout) with the ultimate predators (our pros), who will share their secrets to success.

For the past four years, each cover in the Summer time slot has set a new sales record! (See images below.)

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.

Note to readers: some of Bullock's posts may refer to his clients.
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