Town & Country has released its first “digital cover” starring Helena Bonham Carter, who plays Princess Margaret in season 3 of the Netflix show “The Crown.”
While some magazines that have shuttered their print editions have taken to publishing digital covers for their websites and social channels, Town & Country is doing both.
“'The Crown' is huge for our audience,” Town & Country digital director Elizabeth Angell told Publishers Daily. “We wanted to give them something special they could really sink their teeth into.”
Angell said the Town & Country audience has an “endless appetite” for everything around “The Crown.”
The website got “well over 1 million unique visitors to the stories we wrote about 'The Crown' for the last season," she said.
The digital cover was developed from a print photo shoot featured in the December/January Town & Country print issue.
Angell said her digital team “had a unique opportunity to collaborate with our colleagues in print on gorgeous photographs that could live in both places. We knew an in-depth interview and long profile would make a huge impact on the site.”
Last month, the digital and print teams collaborated on the print October cover story featuring the cast members of the ITV/PBS series “Downton Abbey.” A dedicated digital package was also published on the Town & Country website.
“There’s also a whole new audience that finds us through these tentpole moments and hopefully, those readers and followers stick around to see all the other incredible things we are doing," Angell said.
“The Crown” premieres November 17.