REALITY CHECK: American Society of Magazine Editors 2010 Best Cover Contest: Science, Technology & Nature
I’ve always considered circulation management to be the “beautiful science.”
While the numbers never lie, the science is never pure. The multi-layered variables of newsstand sales render it mysterious and therefore thrilling. Like nature itself, covers have the power to generate breath-taking peaks (on a spread sheet) or gaping chasms.
Beautiful covers can do both.
So let’s examine the empirical data on the ASME nominations in the Science, Technology & Nature category. Mount Everest or Death Valley?
Reality Check on New York cover:
Kiss a pig? I’d rather not, thanks. According to ABC statistics, this porker sold 13,319 copies, compared to an average sale for the Jul/Dec rate base period of 17,175…that’s 22% worse. Of the 43 issues published in 2009, only 5 sold fewer copies, ranking it 38th of 43 that newsstand buyers “voted on” with their wallets. Sick.
Reality Check on New Yorker cover:
According to ABC statistics, this cover sole 33,500 copies, compared to an average for the Jul/Dec 2009 period of 37,136…that’s 10% worse. The best-selling cover in the rate base period for the New Yorker sold 55,000 copies…or 64% more. The beautiful science is ruthlessly simple. This cover represented a major sacrifice on the alter of art.
Reality Check on Outside cover:
This disturbing image may not be beautiful, but Outside’s audience sure loved it. According to ABC statistics, it sold 68,066 copies compared to the average of 59,248 for the Jul/Dec 2009 period…that’s a 15% spike. It’s also a 32% improvement from the same time slot in 2008. Risk was rewarded.
Reality Check on National Geographic cover:
Not a majestic mountain. Not a verdant valley. This cover depends entirely on subject matter selection, a heavy commitment to bold typography, and a clean, less-is-more approach. Radically clear. Boldly executed. According to ABC statistics this issue sold 204,984 compared to the average of 154,389…that’s a 33% improvement. It was by far the best-seller of the Jan/Jun 2010 rate base period. The beautiful science is crystal clear…this cover is a winner.
(Note: The other two covers are not ABC audited)
While the numbers never lie, the science is never pure. The multi-layered variables of newsstand sales render it mysterious and therefore thrilling. Like nature itself, covers have the power to generate breath-taking peaks (on a spread sheet) or gaping chasms.
Beautiful covers can do both.
So let’s examine the empirical data on the ASME nominations in the Science, Technology & Nature category. Mount Everest or Death Valley?
Reality Check on New York cover:
Kiss a pig? I’d rather not, thanks. According to ABC statistics, this porker sold 13,319 copies, compared to an average sale for the Jul/Dec rate base period of 17,175…that’s 22% worse. Of the 43 issues published in 2009, only 5 sold fewer copies, ranking it 38th of 43 that newsstand buyers “voted on” with their wallets. Sick.
Reality Check on New Yorker cover:
According to ABC statistics, this cover sole 33,500 copies, compared to an average for the Jul/Dec 2009 period of 37,136…that’s 10% worse. The best-selling cover in the rate base period for the New Yorker sold 55,000 copies…or 64% more. The beautiful science is ruthlessly simple. This cover represented a major sacrifice on the alter of art.
Reality Check on Outside cover:
This disturbing image may not be beautiful, but Outside’s audience sure loved it. According to ABC statistics, it sold 68,066 copies compared to the average of 59,248 for the Jul/Dec 2009 period…that’s a 15% spike. It’s also a 32% improvement from the same time slot in 2008. Risk was rewarded.
Reality Check on National Geographic cover:
Not a majestic mountain. Not a verdant valley. This cover depends entirely on subject matter selection, a heavy commitment to bold typography, and a clean, less-is-more approach. Radically clear. Boldly executed. According to ABC statistics this issue sold 204,984 compared to the average of 154,389…that’s a 33% improvement. It was by far the best-seller of the Jan/Jun 2010 rate base period. The beautiful science is crystal clear…this cover is a winner.
(Note: The other two covers are not ABC audited)
- Scott Bullock
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