Friday, October 29, 2010
This archival image of a miner “panning” for gold makes the cover line Gold Rush conform to the 3 second rule…it’s radically clear what is being offered to readers.  The feature story, by award-wining author Charlotte Gray, is given plenty of room to breath.  We call that committing to the cover.  The Henry Hudson call out at the bottom uses color to draw the eye down the page.  The Gift Guide starburst is another classic device designed to help attract additional buyers, as are the 3 additional hooks in the colourful sky bar treatment.

With the run up in gold prices to close to $1,400 an ounce…the timeliness of our relationship to gold in Canada and the Klondike is another example of how past meets present in this entertaining and informative magazine.

The issue goes on sale November 29th.  It retails for $6.95

Look for promotions at Chapters/Indigo and HDS retail locations.

 

Thursday, October 28, 2010
I’ve noticed, over the years, that for some strange reason, big boats tend to sell copies, even on magazines that are not about boats or ships or even the military.  It’s odd.

This cover, which has great eye contact (a one-eyed cyclops) is steaming right into your face.  The bold type treatment, and simple sell “SHIPS”, make it radically clear what the selling proposition offers.  The connection between image and words is better than the 3 second rule requires…try 1 second.  And the drop-down box featuring the 150 year old Shipwreck reinforces the overall themed nature of the package.

Clean and crisp.  Uncluttered.  Direct.  This cover could be used as a recruitment poster for the Navy.

Legion magazine’s Nov/Dec 2010 issue is scheduled to hit newsstands November 1st.  Look for a special display at Presse Commerce locations.

 

Monday, October 25, 2010
Well, if this cover doesn’t take your breath away, you must not be a red-blooded American boy like me.  Or you must have been asleep for the past 50 years.

This cover works on so many levels one hardly knows where to begin:

White cover, check!

Iconic Celebrity image, check!
Worldwide Exclusive, check!

Clean and Uncluttered treatment, check!
Radically clear, check!

Promise of secrets revealed, check!

Perfect use of red to direct the eye down the page, check!

Love it.  Can’t wait to see the sale report in 3 months!

 


Tuesday, October 19, 2010

The Maclean's Trudeau Special was an enormous success and has received a nomination for the Hall of Fame from Glenn Morgan, at Coast to Coast.

As Glenn points out:

“The special went on sale on October 23rd, 2000.  At that time $9.95 was a rather rare price in the newsstand marketplace.  The total draw was 146,500 copies.  Initially we distributed 106,500 copies, but subsequently shipped another 40,000 within  two weeks of the initial on sale date.  The total sale was 121,995 copies for an incredible 83.2% sell-through efficiency.”

According to Peter Willson, who oversaw the retail portion of the project on behalf of Rogers and lived every moment of this special newsstand journey:

“The reason it sold so well was the subject matter touched so many Canadians.  Because Trudeau represented, led, provoked and inspired an entire generation.  The Maclean’s editors caught that feeling throughout the book….but it was the cover that clinched the sale.”

Regarding the cover Willson says:

“Sombre but not morbid.  Distinguished.  Simple.  The word Trudeau dominates—there is no doubt what it is about.  Special Commemorative Issue makes it a must have.  And the back cover of Trudeau walking away down a street with his back to us, wearing his beret, was very touching and emotional.  In some cases at retail, the back cover got dual facings with key retailers.”

Regarding the $9.95 cover price, Willson talks about the success they had enjoyed with The Diana Tribute issue priced at $6.95.  So there was lengthy debate amongst the key players at Rogers.  The market spoke and the $9.95 cover prevailed and the rest was the opportunity to generate retail revenue.

Willson credits tremendous support from the wholesale community putting it on full-copy hold and performing re-distribution before Christmas, making it an ideal gift.  Then again in Toronto Airports before March break 2001.  Finally, when the CBC decided to air a mini series on Trudeau in the fall of 2001, Willson approached Chapters/Indigo for an exclusive on the last 3,000 copies they had in inventory and sold an astounding 66% of those copies too.

What a remarkable story.

Do you think this belongs in the Hall of Fame? Go to Coverssell.com and vote!

 



Thursday, October 14, 2010
In honour of Azure’s recent 25th Anniversary party, this Quiz highlights 30 of Azure’s great covers.

Enjoy the Quiz Show.

Simply choose the cover that out sold the others.

Click on the link
to take the Azure anniversary quiz.


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.
Most Recent Blog Comment
Kelly says:
Any news on how it performed on newsstands?...
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