Why 4 Famous Magazines Are Collaborating With Amazon to Transport Readers to the 1950s

The Marvelous Mrs. Maisel gets the retro cover treatment

Mrs. Maisel is taking over peel off covers on four Hearst titles in June.
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In June, select subscriber covers of Cosmopolitan, Good Housekeeping, Redbook and Woman’s Day will transport readers back to the 1950s.
As part of a collaboration with Amazon, the four Hearst titles will have special, peel-off top covers with the logos and fonts the titles used in the 50s, as well as with headlines and teasers in the same style of voice as the era. The partnership is part of Amazon’s “For Your Consideration Emmy” campaign for its show The Marvelous Mrs. Maisel, which details the journey of the show’s title character as a 1950s housewife navigating the world of stand-up comedy.
The covers will feature actress Rachel Brosnahan, dressed as her character Midge Maisel from the series with lines from her standup comedy routines in the show splashed across the page.
“I think what’s really interesting about the show and the Midge character is that she’s a mom and she has her relationship issues, and, at the same time, she has to start her career and a passion she’s also pursuing,” Jane Francisco, editor in chief of Good Housekeeping and editorial director of the Hearst Women’s Lifestyle Group, said, adding, “It turned out to be pretty easy to find the elements of her character that would resonate with our audience.
Amazon paid for the covers, which can be peeled off and serve as a poster for the show, and an ad from the company appears on the back of the peel-offs.
Teasers for the content inside include a recipe for Maisel’s curry, “how to stop apologizing” and instructions on starting your own business “without breaking the bank.”
As part of the campaign, the company has already released billboards featuring contact information for Maiesl’s talent agent in the show with a hotline to reach her. Calling the number, fans could interact with comedians hired to answer the calls.
“We’ve done a trade campaign and a consumer campaign,” Mike Benson, head of marketing at Amazon Studios, said. “This campaign has really helped us see that we can do both.”
Benson said the goal of the campaign is to create “something that we think can motivate the television body to become engaged in the show without really alienating or presenting the show in the way that general customers can’t understand.”
The retro series earned Golden Globes this year for best actress as well as best comedy.

@SaraJerde sara.jerde@adweek.com Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.