How to promote a digital giant - use print

In a vote of confidence in the power of print, Netflix – one of the world’s biggest digital companies - has launched a big, beautiful magazine.  

Called Queue, the oversized journal was first published August last year, with some commentators speculating it was a ploy to get Netflix stars in front of judges before the award season.  Issue 2 came out late last year. 

Whatever the reasoning behind the launch, the magazine, designed by Pentagram in the US, is a showcase of all the things magazines do best: it mixes short, sassy pieces and longer features on the talent and personalities behind Netflix programmes; and has compelling imagery, bold quotes and beautiful design.

The launch sparked plenty of comment among Netflix fans and design afficionados.   “A magazine? How retro!” said one Instagram follower.  “Can’t wait to subscribe!” gushed another.  In NZ, Homestyle publisher Nick Burrowes described it to the MPA as “The TV Guide I would read.”