Friday, August 25, 2017

Back in February of this year, I posted the New Yorker’s  92nd Anniversary issue as the Cover of the Week. (See original post below).
 

I promised to report back on how it sold in Canada.  So here it is:  The issue sold 2,889 copies in Canada.  That’s up 1,383 copies from the same time slot last year, a gain of 92%.  It sold 1,065 copies or 58% more than the issue that preceded it, and 918 copies or 47% more than the issue that came after it.  Only 2 issues in 2016 sold more than this one did in early 2017. Canadians lapped it up.

 

The Feb 13th, 2017 issue of the New Yorker is the 92nd  Anniversary issue. According to their website, the annual anniversary issue “would feature some version of Rea Irvin’s classic image of the monocled dandy Eustace Tilley.” However, the site goes on to say, “This year, as a response to the opening weeks of the Trump Administration, particularly the executive order on immigration, we feature John W. Tomac’s dark, unwelcoming image, “Liberty’s Flameout.” “It used to be that the Statue of Liberty, and her shining torch, was the vision that welcomed new immigrants. And, at the same time, it was the symbol of American values,” Tomac says. “Now it seems that we are turning off the light.”
 

It will be interesting to see how this dark, depressing cover sells.  I’m sure it has a good chance of success in New York, New York, and in Hollywood, California, but doubt it will work in the so-called “fly over states” in between.  It will be interesting to see how it sells in Canada.
 

 
Friday, August 25, 2017

Canadian Geographic‘s 2018 Wildlife SIP cover is my new all-time favorite.  This fabulous cover, designed by Art Director Javier Frutos, is sure to be a winner!
 

Top predators always work well for Canadian Geographic.  In fact, the very first SIP they ever published, back in 2011, also featured a Polar Bear.
 

Here’s the new cover.  The other Wildlife SIP covers can be found below.
 

 
 
 
Thursday, August 24, 2017
 

Test your knowledge of Vanity Fair covers. 

Which of these 4 Covers was the best-seller in 2016 in Canada?
 

Better yet, try ranking them from #1 to #4.

• Get none right…you are a Dunce.

• Get #1 right…you graduate High School

• Get #1 & #2 right…you graduate University

• Get all 4 in order…Masters Degree


And try your luck at the Bonus Question at the end!

 

 

Don’t look yet!

Don’t cheat!

Scrowl down for Answers…

Answers below:
 
 

Bonus Question:  How did the Jan 2017 issue (J. Law) sell compared to these?

 

 

 

Answers:

#1:  Jul 2016…Queen…sold 37,590 copies, at a 50.4% sell-thru! (Still lots of Brits in Canada!)

#2  Oct 2016…Bruce…sold 27,736 copies (2nd best of year…The Boss still Rocks!)

#3  May 2016…Streep…sold 25,145 4th best of year…star fading?)

#4  Feb 2016…Kelly…sold just 20,981 copies (Worst performer of the year.  Legend in her own mind.)
 

Bonus Question Answer:

If you guessed it was better then all except the Queen, you are right.  This beauty sold 30,778 copies!
 

It will be interesting to see how the Aug 2017 issue, featuring Serena Williams will do?  Odds are it will do well
 

 
 
Friday, August 18, 2017

Art Director Sieu Truong has created a warm Fall-like cover for the Sept/Oct 2017 issue of Horse Canada.

Alternating white with yellow in the sky bar creates strong contrast and helps draw the eye across the top.  Good use of the left hand margin to stack the selling hooks. Use of blue to help draw the eye down the cover works well, as does the use of a number, and a script font to drive interest to key benefits.

 

The issue goes on sale August 28th.  It retails for $5.99.
 

 
Monday, August 14, 2017

Art Director Jonathan Cresswell-Jones has created a vibrant cover for Canadian Woodworking‘s Oct/Nov 2017 issue.

 

The skybar is particularly strong, with a Free Poster premium highlighted in red.  Good use of the prime space for pushing the main cover line.  Yellow used effectively to direct the eye to matters of importance.

 

Canadian Woodworking magazine has been on a roll lately.  In 2016, newsstand sales were up 49%, with 5 of 6 issues posting gains.

 

Plus, the Dec/Jan 2017 issue was up 20%; the Feb/Mar 2017 issue was up 17%, and Apr/May 2017 is up 35%.

 

The Oct/Nov 2017 issue of Canadian Woodworking is scheduled to hit newsstands on September 17th.
 

 
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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