Monday, February 28, 2011
The Spring 2011 issue of British Columbia Magazine will be hitting racks next week.  Typically, magazines that deal with nature can count on top predators to help sell copies.  In the world of mammels the celebrity rock stars are:  Wolves.  Bears.  Cougars.  If you are talking about birds:  Eagles.  Falcons.   If sea life: Killer Whales.  Sharks. 

Newsstand buyers are drawn to the ferocious animals.

A recent exciting discovery of dinosaur fossils in British Columbia presents an opportunity to see if Canada’s love affair with savage beasts extends into the world of Palentology.  After all, dinosaurs were the ultimate top predators to ever walk the earth.

The cover is clean and uncluttered.  It uses the left hand “real estate” effectively.  It is warm.  The image and words clearly communicate the selling propositon.  And four additional hooks are comfortably wedged in.  The normal sky bar was removed for this issue.
My, my, what big teeth you have.


Monday, February 28, 2011
The new Pools, Spas & Patio’s SIP is set to hit newsstands April 25th.  This year’s edtion is the thickest issue ever…with the page count up 29% from prior year to 188 plus cover.

Last year, we raised the cover price from $7.95 to $9.95.  Unit sales increased by 187% and newsstand revenue improved by 259%.

The improvements to the editorial product, cover design, and packaging, all contributed to a fabulous result, which advertisers clearly took notice of this year.

The publisher, Ellen Kral, had this to say:

“We are very excited about the 2011 edition of Pools, Spas & Patios. In 2010, we made the bold decision to switch the magazine to an annual, and the reaction from advertisers and readers was overwhelmingly supportive. In fact, the success of last year’s magazine has propelled ad sales in 2011, making this edition the largest ever. As the ’stay-cation’ trend continues to sweep across the country, Pools, Spas & Patios is uniquely poised to show Canadians how they can turn an ordinary backyard into an extraordinary one, allowing them to escape the hustle and bustle of everyday life by simply stepping out their patio door into their own personal oasis.”


Wednesday, February 23, 2011
You may recall that three months ago we featured the November issue of Vanity Fair as the Cover of the Week. Everything about this cover screamed success.  VF had done a similar Marilyn Monroe cover in October 2008, which had been a big winner…the second best-seller that year and 28% better than the 2008 average. Impressive. Vanity Fair knows a good thing when they see it, and is not afraid to keep working what is working on the newsstands.

The results on the November 2010 issue have now been reported by the Audit Bureau of Circulation:

    •    This cover sold 10% better than the average VF issue in 2010.
    •    It sold 96,000 more copies than from the same time slot last year
          (Penelope Cruz)
    •    Therefore sales from this time slot improved by 31%

While Icons sell, it should be noted that VF’s Angelina Jolie cover (August 2010) was the best-seller of the year, moving 502,000 copies, or 97,000 more copies than Marilyn Monroe…24% better than Marilyn and 36% better than the 2010 average.

Angelina now holds the record for the best-selling August issue in the decade for Vanity Fair. Exquisite cover yields exquisite results.


Friday, February 18, 2011
More distressing news from the United States.

In an article from the Huffington Post, Borders book store has filed for Chapter 11 protection.

This probably does not come as a shock to those who have been following the story, none-the-less, it is a sobering reminder of how the landscape has changed, and continues to consolidate.

Click here for the story from the Huffington Post

Wednesday, February 16, 2011
The March issue of Cosmopolitan is now on racks.  This cover is difficult to ignore.

Lea Michele’s stock continues to rise…her performance at the Super Bowl was electric. The flaming red full-bleed is appropriate for the Valentine’s season. The ” try me” price of $3.99 is working overtime, as is the starburst in the upper right quadrant.

The rest is formulaic Cosmo cover lines, designed to tease, and to promise benefits and solutions of interest to their audience.


About Me
Scott Bullock

Scott Bullock is the the creator of 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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