Masthead Blogs
Tuesday, September 27, 2016
Covers Sell
Scott Bullock
The Oct/Nov 2016 issue of Canadian Cycling is a classic “poster style” cover.

The white background gives the image a high-contrast platform to work from.

The use of red gives it a high-octane zing.

The theme of fitness is a strong subject matter for us.  Look for this one to sell.

Plus: 7 of the past 9 issues have posted sales gains!

 

Tuesday, September 27, 2016
Covers Sell
Scott Bullock
The October 2016 of The Atlantic is a cover that will sell.

This cover is a great example of executing on Rule #32:  Timing Matters

With the first of three debates scheduled for the USA Presidential election, just weeks away, this first tilt between Trump & Clinton is sure to be a ratings bonanza.

It’s like a heavyweight boxing extravaganza. And the cover might as well be a poster for Ali vs. Foreman in the Rumble in the Jungle.

Smart of The Atlantic to get out in front on this opportunity.

 
 

Tuesday, September 13, 2016
Gadget Blog
Martin Seto
As a news junkie that gets all his news and sports info on his smartphone, I noticed that tabloid style headlines have been creeping into the news cycle and are getting  my attention. What use to be the domain of grocery cart checkouts has now spread like wildfire on the internet to get the attention of the reader. These are being used in native advertising ad networks to generate traffic to ad farms. Ad farms are websites that use these ads as click bait so they can deliver 10+ ad impressions in one page view that they get paid for by ad networks, generating a 30% ROI in some cases.  Some of these ad farms are legitimate and some are not and participate in ad fraud by using automating traffic generating techniques.

This is tabloid journalism today envisioned by the ad tech community to make money and has been packaged as content marketing. A lot of this content is scraped off other websites so they get it for free, or some are just fake content. We will talk about this in a later blog as I could not resist the urge to have some fun with my own version of tabloid journalism in this posting and take a fun poke at American politics and their use of shock publicity tactics that is part of today’s news cycle.
 
10 Reason Why I admire Donald Trump

1. Donald is senior citizen at age 70 and is still going for it—it being the biggest job in the world. He is an inspiration to all the under-employed baby boomers out there.  But his campaign team should keep a nametag on him in case he forgets his name as Alzheimer’s disease can show up in people Donald’s age at any moment. There are other things that they will need keep handy, like Viagra to keep his libido working to keep up with is young wife and adult diapers for those long meetings for those frequent trips to the loo. I can see the ad now “Trump Self Cleaning Adult Diapers” that last for 4 hours.

2. Donald’s days as a TV celebrity has taught him all the tricks of Hollywood to generate free publicity with tabloid style comments to control the news cycle.
I heard Justin Bieber’s publicist is secretly working on the campaign. At least he did not get arrested at the Mexican border or was caught smoking pot yet. Perhaps, all the fights were staged at is campaign rally to generate Hollywood style publicity, he is a master showman.

3. Donald is not afraid to use the sex card and has a hot younger wife
. Donald’s wife’s nude picture was splashed on the front pages of the New York Post for the world to see during the campaign. My guess Donald secretly sent them to change the news cycle that day to him away from his opponents as we all know sex and scandal sells.  

4. He is a self–made billionaire (so he says), but he did start with a few million of Dad’s money. What is there is not to like about him? He his the epitome of the American dream including all his warts. This guy has done it all, successful businessman, real estate magnate, best selling author, Hollywood celebrity and his name is an over-exposed brand.

5. Critics say Donald does not like immigrants, but he hires a lot of them at his construction sites, casinos and hotels around the world, as they are a cheap source of labour, just like any good capitalist. So you can say he is an old fashion American when it come to new immigrants as he travels by private jet to manage his empire.
 

6. Donald likes to put his foot in his mouth to generate free publicity and has been accused of being a redneck.
But in Canada we have the same person of the same cloth and he is a national icon and he is another Donald, that’s right our own Don Cherry. Imagine Don Cherry being Trump’s campaign manager. There would be a tidal wave of inflammatory remarks as there are a lot people in America that like the Donald.

7. Donald is a smoke and mirrors salesperson from his early days as a developer (read his book the Art of the Deal and you will learn a few) and is using that same approach today in a political campaign, which is driving some naive people nuts. The world is full of snake oil salesmen with hidden agendas, who better to keep you safe, as you know you can’t out-con a con artist.

8. Critics claim that Donald is a bad businessman and as he has gone bankrupt a few times. I think this is good thing as Donald knows all the backroom shenanigans of the financial sector and knows how to handle adversity. Who better to keep Wall Street in check than somebody that knows all the tricks and done a few himself to get a deal done. I bet he could have prevented the real estate bust in 2008 as he would have kept all the players honest.

9. Donald appears frugal and is running a campaign with spending at least as possible using his own money
. I guess this is a good thing to have, versus a spendthrift politician with a big war chest, who spends foolishly with other’s people money to win. Conspiracy rumours has it that though, there are secret multiple offshore accounts that is funding his PAC activities via Russia and his pal Putin.

10. Donald is fearless, has thick skin, receding hairline, can’t see his feet and is a big bully.
Who is better to fight for America than a scrappy, street-smart man who is not afraid in telling his version of the truth versus sanitized press releases and cover-ups. Who do you want in your corner to challenge the powerful NRA to keeps guns off the streets in America and Canada, as other administrations are a bunch of wimps.

Now these are my 10 reasons, why I like Donald Trump for President, but is the world ready for Donald Trump as President of the USA? Expect more fear mongering and a couple more scandals by Nov 8 when we will find out who wins the most powerful job in the world.
Tuesday, September 06, 2016
Covers Sell
Scott Bullock
The 2016 Swimsuit Issue from Sports Illustrated went on sale February 22, 2016. It seems that every year the bikinis get smaller and smaller, and yet so do the sales, at least in Canada.

The 2016 issue sold 29,699 copies at a 29.2% sell-thru, compared to 33,059 copies at a 28.7% sell-thru in 2015. That’s a drop of 3,360 copies or 10% less. The draw was cut by 13,720 copies or 12%. Looks like cutting the draw resulted in cutting the sale.

The cover price is $8.99 in Canada. It was $7.99 back in 2013.
  • The 2014 issue sold 50,800 copies, on a draw of 132,861, for a 38.3% sell-thru.
  • The 2013 issue sold 48,012 copies, on a draw of 147,173 copies, for a 32.6% sell-thru.
  • The 2012 issue sold 57,734 copies, on a draw of 156,543 copies, for a 36.9% sell-thru.
 

 

Tuesday, September 06, 2016
Covers Sell
Scott Bullock
The August 2016 issue of Adbusters is one to watch. While the traditional newsweeklies have been selling more copies than usual featuring Donald Trump as their cover boy, Adbusters is having some fun with a Trump cover of their own.

Adbusters can always be counted on for some very interesting, entertaining, and creative covers.

This one uses a classic black & white image of Trump, frowning, and let’s the UPC code make the point/joke. Clever. It’s a powerful cover. And fun.

I expect that this one will resonate quite strongly with their readers and should sell well. Great job!