April’s Empire magazine features a cover-wrap for the very first time, to promote Netflix’s critically acclaimed film Mank in a deal brokered by Wavemaker.
The campaign comes as recent Bauer Media research found that 16% of audiences have been reading more magazines now than prior to the pandemic, with 30% citing that they feel that they have a closer relationship to their favourite magazine compared to pre-lockdown.
Empire has seen huge digital growth during the pandemic despite cinema’s being closed. Traffic is up +104.3% YOY. Terri White, Editor-in-Chief Empire, said “Empire always seeks to innovate and push the bounds of creativity – whether through bold editorial covers, world-first executions or commercial innovations. Netflix were the perfect partner for our first advertising wrap, promoting Mank, a five-star film our readers have loved streaming at home, in a dynamic, daring and disruptive way.”