Back on June 29th, 2010, I posted Style at Home’s July issue as Cover of the Week. I loved it because it was different, and took some risks.  I recently bumped into Style at Home's national distribuition manager Bernie Menchise, who informed me the cover was a winner.



“Our July 2010 issue is forecast to finish at 41,700 copies sold, which will be a 17% sales lift over last year, ” said Menchise.

The issue sold 6,110 copies more than the July 2009 issue (+17%); 5,489 copies more than July 2008 (+15%); and 9,879 copies more than July 2007 (+31%).

2010    41,700

2009    35,590

2008    36,211

2007    31,821

“We are delighted – but not surprised – to see that our July issue reached a record high in newsstand sales. Summer is traditionally a low time for décor magazines on newsstand, but we knew we had a winner with this dynamic, unique all-white cover.  We new it was risky and unique, but my gut said it would work.  Like they say: no risk, no reward,” said publisher Caroline Andrews.

“Our July 2010 cover was designed to be fresh and appealing. I wanted to do something unexpected that would cause newsstand buyers to take notice. We went with an all-white cover and chic palest of pink to stand out from the cacophony of colour that is always on newsstand.  The room on the cover was produced in-house by our senior design editor Margot Austin," said editor in chief Erin McLaughlin.