Monday, June 17, 2013
Walrus vs. Toronto Life
Two of the most decorated magazines for editorial excellence in Canada (see National Magazine Awards)–the Walrus and Toronto Life–have come out with fantastic new covers for the summer.

Toronto Life used to do a summer reading issue (back when John Macfarlane was the editor and I was the circulation director). Now John has made this a staple of his editorial line-up at the Walrus.

“The July/August 2013 Summer Reading issue of The Walrus features six emerging creative writers from across the country, Richard Gwyn on the appeal of Justin Trudeau’s emotional intelligence, Sara Angel on Shary Boyle at the Venice Biennale, Peter Andrey Smith on the state of Canada’s Experimental Lakes Area, a plea for Senate reform, Craig Davidson on memories of Marineland, and more!”, says a press release.

Here is art director Christine Dewairy’s take on Toronto Life's summer cover:

“Because the McCains are not instantly recognizable, the typography and background had to really do the work. I chose neon green (809C) because it is bright and eye-catching, evoking wealth, money and toxicity.”

Back in February 1996 Toronto Life did a cover story entitled, "The Divorce From Hell," by Wendy Dennis. This article won Gold at the 1996 National Magazine Awards in the One of a Kind category. It was a huge seller at newsstands, especially for a February issue, all-type, and with a black cover…selling 16,447 copies at a 61% sell-through efficiency!

Please Vote on which of the two covers below you think will get the biggest lift. I will report back in a few months when sales are firmed up. Rush out to the newsstand and pick up both these great issues.

Click to Enlarge Covers

Which will get the biggest lift? Vote at

- Scott Bullock
About Me
Scott Bullock

Scott Bullock is the the creator of Bullock has worked as circulation director for both consumer and B2B magazines including Toronto Life and FASHION. If you have a great cover to share, please send all submissions to 

Note to readers: some of Bullock's posts may refer to his clients.
Most Recent Blog Comment
Kelly says:
Any news on how it performed on newsstands?...
Blog Archive
2017 (75)
2016 (43)
2015 (86)
2014 (59)
2013 (101)
2012 (81)
2011 (75)
2010 (53)