With the NHL lockout of 2013 almost mercifully over, Sportsnet’s latest issue will feature, wait for it, yep, you guessed it, a hockey cover. But not just one hockey cover, three hockey covers. Call it a hat trick.

Sportsnet is clearly banking on pent up demand on the part of hockey-loving Canadians…and it is probably right to do so. Regional covers are certainly a good way to maximize sales. The cost of a plate change can typically be earned back with just 150 extra copies sold of a regular priced magazine.

According to art director Jamie Hodgson, “The basic strategy behind the three-way split is to maximize our sales in our two biggest markets, Southern Ontario and Vancouver and surrounding areas. A strong, intense, powerful image of captain Dion Phaneuf was an easy choice in Ontario. Cory Schneider, the presumed new No. 1 goalie in Vancouver, is the story of the year so far out west. Like Phaneuf, strong eye contact makes this cover really intense. Sidney Crosby was the obvious choice for the rest of the country, he’s the NHL and Canada’s best player and always sells well. Newsstands love Crosby. We decided to not try and be too cute with the main sell, simple was better in this case: Game On NHL 2013. Fans know what that means: Drop the puck already!”