Tuesday, November 30, 2010
If you like your cougars “fast” well then, we have 10 facts for you.  But seriously…Top Predators almost always work for nature-oriented magazines, and this Cougar sure looks ready to pounce.

Rule #31 White covers over black covers

This cover sure is white, and it uses the real estate effectively on the left hand side.  It also has benefit-oriented sell lines that reach out to Ice Wine fans and Skiers looking for information on their addictive passions.

The sky bar features one of Canada’s most well know artists who specializes in nature…Bateman.  (Is it just me or is he a dead ringer for George W Bush?)

A strong cover from British Columbia Magazine that has all the hallmarks of a winner.


Friday, November 26, 2010
If you asked me to name a hit tune by Eminem I couldn’t do it.  But this cover sure got my attention at the newsstand today.

Great use of the cover real estate, with all cover lines justified left.  The simple, uncluttered approach and colour scheme is powerful and compelling. The hoodie cutting into the Rollingstone logo creates the 3d pop.

Nothing complicated here:  what are they selling?  Eminem.

Even without eye contact the cover works.  Nice cleft chin, eh?  Everyone likes a redemption story.  This one holds great promise.  We will report back with a Check Up in a few months time and let you know how this one sold.


Monday, November 22, 2010
Canadian Real Estate magazine’s January 2011 issue will be hitting newsstand on December 7th 2010.  The cover price is $7.99.

The Property Forecast issue is typically the best-selling cover of the year.
After a rigorous cover consultation process, we chose to make a number of changes for the 2011 edition:

    1.    Crisp white background
    2.    Big type treatment
    3.    De-clutter Logo area
    4.    Re-Organize UPC code treatment (price, web site URL) in
           lower right corner
    5.    Remove sky bar
    6.    Simplify number of hooks
    7.    Eliminate multiple starbursts
    8.    Create border
    9.    Add profile cut-in device
    10.    Use of gold to signal “value”

Look for special point of purchase promotions at Chapters/Indigo, Shoppers Drug Mart, and HDS Airport locations.


Tuesday, November 16, 2010
The Winter 2010 issue of Fly Fusion is set to hit newsstand racks on November 22nd, 2010.

The cover image features a very rugged, very macho, very predatory fly fisherman doing what he loves best, in a seasonally-appropriate setting.  Now that is hard-core addiction.

We chose to keep the cover very uncluttered, very “poster like” in its power and simplicity, to focus a radically clear message about the unique selling proposition of this issue…FLY FISH Like a Pro.  The layering of the image over the logo, and of the type under the fisherman, adds a 3-D pop.

In addition, the drop down box in the upper right corner, and the editor’s choice gear guide symbol in the lower left, work hard to offer two additional benefits to compel browsers to buy this issue.

Three additional “hooks” are easily accommodated just beneath the fishing rod.

Benefits, benefits, and more benefits.


Tuesday, November 16, 2010
The new Photo Life Buyers Guide is due to hit racks November 29th, 2010.

While the 2010 issue enjoyed solid sales, the Buyers Guide had its three best sales records (both in terms of units sold and sell-through efficiency) when the background was white, thus the 2011 issue features a bone-white cover.

This year, for the first time ever, we have also added a black “frame” around the cover.

We’ve simplified the main sell line to BEST STUFF, and tried to quiet down and organize the rest of the cover so that a clean, and less cluttered look focuses the attention on the gear.

The 2011 Buyers Guide retails for $7.95.  Look for a special promotion at Chapters/Indigo.


Tuesday, November 16, 2010
On July 5th, 2010, I posted this Profit issue as the Cover of The Week.  The issue is now (more or less) final, and will sell  5,300 units at a $6.95 cover price, which is $2 more (or 40% higher) than the regular $4.95 cover price.  The average sale for the five regular issues that came before this was 2,010 copies.  Therefore, this special issue sold 164% better than average, and with the higher cover price generated a revenue lift of 270%.

Last year’s special in the same time slot sold 4,996 copies.


Monday, November 15, 2010
The Winter 2010 issue of GardenMaking (the fourth and final issue of the launch year) is set to hit racks on November 15th, 2010.

This cover recognizes the seasonality challenge gardening titles face when the snow starts to fly.  Gardening  junkies, in need of a fix to satisfy their addictive passion, will find plenty of inspirational advice to help them lay their plans for 2011.

This cover totally commits to Rule # 2:  Subject Matter Matters

It also honours Rule #3:  Benefits, Benefits, Benefits

In additon, it is clean and uncluttered, uses the “real estate” effectively, both for the main sell line and supporting hooks on the left hand side, and employs an elegant use of colour to help draw the eye down the page.

This cover will  jump off newsstands, and leap from subscribers mailboxes, into the hands of readers whose hearts will be pounding in anticipation.

Addictive magazines sell.


Monday, November 15, 2010
The new Canadian Business Franchise Directory Annual SIP (from Kenilworth Media Inc.) is set to hit newsstands on November 29th, 2010.  The cover price is $9.95

This year’s edition is printed in a new, larger, “European trim size” of 9  X 10 ¾.

For the first time ever, the word DIRECTORY takes the lead, with the branded logo playing a supporting role.

The cover features a border for the first time ever, as well as a bold cover slash tactic.

It also subscribes to Rule #21:  Use Numbers.

The numbers help quantify the value proposition the SIP offers, and draws attention to the many benefits inside.

Look for special point of purchase promotions at Chapters/Indigo, Shoppers Drug Mart, London Drugs, and Presse Commerce.


Thursday, November 11, 2010
The Fall 2010 issue of British Columbia magazine features a cover that is the closest thing to a “lifestyle” cover I’ve ever seen them do.

The type treatment is bold, and alternates colors well to help the eye travel down the left hand side…great use of the cover real estate to take full advantage of merchandising realities.

The sky bar treatment is one of my favorites ever.  It really pops those three additional selling features, yet remains sophisticated while having fun.

Clean and uncluttered.  Strong benefit-oriented cover lines.  Promising fun and adventure.  This cover has the look of a winner.


Monday, November 01, 2010
This fabulous cover from The Hockey News is one to watch.  Special Interest Publications (SIPS) are all the rage these days.

The cover features arguably the biggest star (read celebrity) in the history of hockey.  Smart to have Gretzky in his Edmonton Jersey, looking young, vibrant and invincible.

Great use of The Hockey News brand, without overwhelming the main message:  Top 100 Players of All Time.

The value proposition couldn’t be more clearly stated and is positioned for maximum newsstand impact.  The white cover sparkles, and the background treatment is very Esquire-ish.  The $7.99 price point makes it almost too good to be true.


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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