Wednesday, November 20, 2013

The new issue of Dirt Trax magazine is set to hit newsstands December 18, 2013.

Art director Andrew Knor pushed the creative edges by creating a split-screen cover. In a world now dominated by a “windows” way of interacting with information, and television news and weather programs training people to look at their screen in a multi-tasking way, this cover communicates that it is packed with useful information for off-road enthusiasts.

Cover slash, check!

Skybar, check!

Good use of big numbers to quantify value, check!

Blessed words like Best, check!

Bold type, check!

Good use of key “real estate” at top and left, check!

Wednesday, November 20, 2013

The Winter Design issue has always been a strong seller for Garden Making. This cover should be no exception to that pattern. Here’s what publisher Michael Fox has to say about it:

“When we launched four years ago, some people were surprised that we’d publish a new issue of a gardening magazine in Canada in November, a time of year when most gardens are put to bed for winter,” says Fox. “But with its design theme, our winter issues consistently sell as well as (or better) than other issues.”

"The cover features a stunning urn planted and styled for Garden Making by Paul Zammit, the Nancy Eaton director of horticulture at Toronto Botanical Garden. Foliage is front and centre in the design package with articles about fancy-leaf begonias, plants with silver foliage and hardy ferns, as well as three urban front-yard gardens in Toronto and the best ways to light your landscape at night.”

Garden Making is quarterly, every three months, timed with the seasons.

Thursday, November 14, 2013
The July 2013 issue of Town & Country is the best-selling issue of the year so far.  It beat the issue prior to it by 35%, and it beat the following issue by over 57%.  Plus, only one issue in 2012 sold as well as Lauren Hutton (Grace Kelly’s Granddaughter).

The controversial Rollingstone cover of August 1st, 2013 sold 39% better than the same issue last year (Justin Bieber).  Only two other issues have sold as well in 2013…Johnny Depp and the Top 50 Hip Hop Songs.

The Bitter Pill cover from Time magazine sold 20% better than the issue prior to it, and sold 5% better than the issue following it, and sold 2% better than the same time slot in 2012.  Only 1 of the first 11 issues out sold it in 2013 (Rise of the Drones).

The April 2013 issue of Vogue, featuring the First Lady Michelle Obama, sold 26,095 copies in Canada.  The issue didn’t do as well as the March 2013 issue featuring Beyoncé, which sold 35,491.   However it did outsell Jan, Feb, May and July issues.  It did not outsell last year’s April issue featuring Jennifer Lopez.

The December 2012 issue of Vogue, featuring Anne Hathaway 32,953 copies in Canada, a full 60% better than the November 2012 issue, and whopping 88% better than the January 2013 issue, which came before and after Anne.

Sports Illustrated’s May 6th cover sold 43% more copies than the same issue last year.

The annual 2013 Sports Illustrated swimsuit issue failed to deliver as many sales as the 2012 edition, even though Kate Upton was the cover girl on both issues.  Perhaps Rule #26 was a factor….Hot not Cold covers.  The 2013 issue sold 48,146 copies in Canada, while the 2012 issue sold 57,734, a negative variance of 9,588 or down 17%.

Thursday, November 14, 2013
Wayne Gretzky’s daughter, Paulina, is the cover girl for the December 2013 issue of Maxim magazine. 

A Huffington Post link is here.

The cover, like most Maxim covers, is rather steamy and not at all original. Hot blonde in white bikini wearing heels. But for the lads audience….probably a winner.


Friday, November 08, 2013
The April 15th, 2013 issue of Canadian Business outsold the previous year’s issue in this time slot by 12%.

The June 2013 issue of Zoomer outsold the previous year’s issue in this time slot by 35%.

Outdoor Canada’s Summer 2013 issue outsold the previous year’s issue in this time slot by 73%.

Fashion’s August 2013 issue outsold the prior year’s issue in this time slot by 47%.

The January 2013 issue of Flare was a winner. So far in 2013, only one other issue has sold more. The issue sold 175% more than the issue that came before, and sold 90% better than the issue that came after it. That’s impressive.

The May 2013 issue of Azure was a success. It outsold the issue prior (Mar/Apr) by 42%, and it outsold the issue after (Jun) by 93%.

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?...
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