Until 2010, Canadian Geographic
had never published an SIP. I am proud to have played a role in convincing them to take the plunge.
The first issue was published on Nov. 1, 2010. It had a retail price of $12.95 (compared to $7.95 for a regular issue). The issue sold 16,146 copies, more than any of the regular issues that year! In fact, it sold 19% more copies than the overall average in 2010. And, because of the cover price, generated 94% more newsstand revenue that the average issue.
The cover featured a Polar Bear on the front and some wigged out Owl chicks on the “flip side.” See original blog post: http://www.coverssell.com/?p=2516
Since that time, Canadian Geographic has published more SIP’s:
On May 2, 2011, they published an SIP on Parks, also at $12.95. This one sold 13,925 copies, which was 3,344 copies or 32% better than their average in 2011 in units, and 114% more in newsstand revenue than the average regular issue.
On October 11, 2011, they published a second Wildlife SIP, this time featuring a Fox on the front cover and Grizzly on the back cover. Again, the cover price was $12.95. It sold 15,644 copies, or 48% better than the average regular issue in 2011, and it generated 141% more newsstand revenue.
In 2012 they have published a Wild Weather SIP, which went on sale April 30, and a Birds SIP which went on sale August 27, 2012, both at $12.95. Too early to say how well they will do, but we will report back when they final out. My guess is that neither the Weather nor the Birds will eclipse the Polar Bear or the Fox. Top predators are the celebrities of nature.
But these high quality, beautifully produced, verticals show the power of the Canadian Geographic brand, and have contributed signifcant single copy dollars to all concerned.
Click on images to enlarge