Raise Cover Price?
The question a lot of circulators and publishers ponder this time of year is whether or not to raise cover price.
Here’s a case study you may wish to consider.
Outdoor Canada produces a fabulous Hunting Special (SIP) each year. The cover designs are always first class. In 2014, they raised the cover price from $6.95 to $7.99, an increase of $1.04 or a 15% increase in the retail price.
So, how did that play out?
Covers in sequence (2012, 2013, 2014 and the new 2015 edition, which went on sale August 24th 2015):
Here’s a case study you may wish to consider.
Outdoor Canada produces a fabulous Hunting Special (SIP) each year. The cover designs are always first class. In 2014, they raised the cover price from $6.95 to $7.99, an increase of $1.04 or a 15% increase in the retail price.
So, how did that play out?
- In 2012, the Hunting Special sold 19,145 copies at $6.95, for a total gross revenue of $133,058. (Personally, I like this cover the best).
- In 2013, the Hunting Special sold 18,662 copies at $6.95, for a total gross revenue of $129,700. That was a variance of just 483 copies or 2.5%. Still a great performance.
- In 2014, the Hunting Special raised the cover price to $7.99, and sold 17,676 copies. That’s down 986 copies or 5.3%. However, gross revenue was $141,231, for a revenue gain of $11,531 or 9%.
Covers in sequence (2012, 2013, 2014 and the new 2015 edition, which went on sale August 24th 2015):
- Scott Bullock
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