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As an experienced circulation and senior-level publishing professional, Scott's point of view has been sought out to provide insight into issues that affect the magazine business over the years.
These archived articles are primarily written to be entertaining and thought-provoking. The end goal is always to focus attention on matters that will help Canadian publishers increase readership, sell more magazines, and improve profitability. (Just click on the highlighted text to open the articles!)
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Score with SIPs: "They're a great way to extend the brand and cash in on the newsstand" (Masthead, July/August 2008)
- The wisdom of the crowd: "Getting readers to judge a magazine by its cover--prior to publication" (Masthead, May/June 2008)
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Saskatchewan success: "A small-town magazine earns big-time profits" (Masthead, March/April 2008)
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Celebrity status: "If magazine writers went on strike, would anybody care?" (Masthead, January/February 2008)
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Double Header!: "The Ever-Changing Newsstand" and "The Numbers Game", both part of Circ Watch 2008 (Masthead, November/December 2007)
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Making the call: Telemarketing might be annoying, but it works. (Masthead, September/October 2007)
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Remembering a champion: For Terri DeRose, awards were nice, but results were better. (Masthead, July/August 2007)
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The very best metric: Meet a publisher who understands the value of stellar renewal rates. (Masthead, May/June 2007)
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Three Mags, three tactics: Objective: provoke a subscription. Method: provide incentive. (Masthead, March/April 2007)
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A textbook case of nailing it: "Agressive and traditional" circulation strategy pays off for The Walrus. (Masthead, January/February 2007)
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Put Your Circ to Work: Dream big, plan smart and consider circulation options carefully. (Template, 2006)
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Time for a nip and a tuck?: An effective redesign will boost newsstand sales and grow subscriptions. (Masthead, November/December 2006)
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Stamping out controversy: Holding Canada's largest book and magazine retailer to a higher standard. (Masthead, September/October 2006)
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Surprise knockout: Are circulators to blame for Weekly Scoop’s demise? (Masthead, July/August 2006)
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The basics of buzz: Measuring the impact of "those cartoons". (Masthead, May/June 2006)
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Love-in at the Park Hyatt: This was one newsstand schmoozefest that just might make a difference. (Masthead, March/April 2006)
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A few modest proposals: If the Liberals really want to "help" publishers, why stop at cuts to PAP? (Masthead, January/February 2006)
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Publishers: mark your turf: A couple of outsiders show us what real promotion looks like. (Masthead, November/December 2005)
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Circ Watch: Highlights punch through the gloom. (Masthead, April 2005)
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Hooked on controlled circ: Isn't it time we kicked the habit? (Masthead, February 2005)
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Are We Marketers or Masochists: (Newsstand Resource, Summer 2003)
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Blind spot: What does the National Post have against Canadian magazines anyway? (Masthead, March 2000)
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