The challenge of positioning Dexter as a pop culture icon was accomplished through a unique approach to consumer print. In order to convey Dexter’s iconic status, we selected magazines that represent every facet of popular media including Rolling Stone, the voice of pop culture; Vanity Fair, the cultural catalyst; GQ, the source for style; Us Weekly, the celebrity authority; The New Yorker, the leader of wit & wisdom; Wired, the trend setter; Esquire, the voice of accomplished men; and The New York Times Magazine, the powerhouse for art and society. Customized advertising for each publication was created to mirror the individual magazine covers. In addition, the magazines created original content for DEXTER that echoed the editorial tone of their brand. This customization gave us the ability to tailor the DEXTER brand to specific audiences and stylistically recreate all the elements that characterize these iconic magazine brands.

The Dexter cover campaign was a hit among both consumers and the trade. Numerous websites and print journalists covered the campaign, including media/advertising columnist Stuart Elliot of The New York Times. The Dexter cover campaign and the supporting media generated over one billion impressions. DEXTER season three broke all Showtime records with a 21% increase in total viewership making it the highest rated drama premiere for the network. During the period DEXTER season three was on the network, Showtime grew subscribers by 2.1% versus the previous quarter.