"Scott Bullock's cover database was an extremely valuable document, which helped focus our discussions around future covers. His input as part of our cover team was very valuable too.

Scott understands the magazines he works for, certainly he understood Azure's philosophy and its niche market; his input and suggestions for all our covers have always been extremely useful, appropriate and provocative, and have helped us to develop better cover concepts."

Sergio Sgaramella, Publisher

Azure is a beautiful hybrid magazine… both paid and controlled circulation, part consumer and part trade…, which competes against larger American titles such as Dwell, Metropolis and Architectural Record.

The first thing we did was build a comprehensive database mapping their covers and historical newsstand sales. This tool allowed us to focus on themes and treatments to help maximize their newsstand sales.

Next, with the assistance of their primary distributor, a comprehensive chain analysis was done, which directed our thinking on expansion opportunities and promotional opportunities. The publisher then acted on marketing recommendations, which helped the title gain valuable dealer expansion and solid point of purchase visibility with key retail chains, both in Canada and the United States.

Additional work was done to streamline their complex distribution network, and to save thousands of dollars in shipping expenses, money that was invested in the publication itself, and reinvested in aggressively marketing the over-sized, glossy title.

Sales in Canada increased by 26% as a result. Sell-through efficiency increased too.

  • The March/April 2005 issue was Azure’s best-selling March/April issue ever in the 20+ year history of the magazine. More impressively, this issue ranks #4 on Azure’s all-time best sellers list.
  • The July/August 2005 issue was Azure’s best-selling July/August issue ever in the 20+ year history of the magazine.
  • The January/February 2006 is the best selling January/February issue ever. Plus, it ranks #2 on Azure’s all-time best sellers list.

The talented staff at Azure worked smart, and collaborated as a team, and the results, in a very short time frame, speak for themselves.

 Azure March/April 2005 Cover
Azure January/February 2006 Cover
Azure July/August 2005 Cover

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