BRAND FOCUS
Bauer Media’s Empire, the world’s leading movie magazine, has spent the year commemorating its 25th
anniversary in
spectacular style. Still a prime print magazine, Empire is also a rising screen star, reports Karen Taylor.
any given point.” This was well-illustrated when Empire latched onto the trend in DVDs. In 2012 the Empire podcast was launched. It now attracts more than 30,000 listeners a week on iTunes and 225,000 on SoundCloud, giving a total of 1,500,000 downloads so far. And now streaming television drama has caught the title’s attention. Bostock explains: “Most recently in the UK, there has been the reader-generated boom in streaming services, movies on-demand and the subsequent growth in big-budget cinematic style TV dramas such as Game of Thrones, House of Cards, Breaking Bad and True Detective. These have all revealed a rich seam of
fandom, normally reserved for blockbuster movie franchises. These emerging trends are all reflected in Empire, alongside the core blockbuster movie-going experience, and will continue to increase or decrease as reader interest ebbs and flows.”
Digital focus The ABC figures for January-June 2014 saw
www.fipp.com
an overall growth of +2 per cent (period-on- period) for Empire to 147,980 (monthly, print and digital), helped no doubt by the publisher’s “need for our digital content to be consumed on-the-go”. Empire takes a platform-agnostic approach to content creation, says Bostock. ”Our strategy is to be the ‘best in class’ multi- platform brand, with a consistent content experience from desktop, through tablet, to smartphone.” Former editor-in-chief Mark Dinning* agrees that a consistent focus on quality of
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Bostock: Empire is “constantly and seamlessly evolving to reflect whatever it is at the epicentre of the action for the consumer...”
The magazine should be something you wallow in, and keep all month. The other platforms can do fast-breaking stuff.”
» Magazine World | Issue 86_2014 27
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