As Wired Journalists Become Influencers, Subscriptions Surge

Beginning this week, Wired will flood city streets and highways with its biggest brand marketing push in years.

A wall-size mural in Brooklyn, wheatpasted posters in Washington, D.C., New York, Los Angeles, and Austin, and nearly 20 digital billboards from the East Bay through San Francisco will promote its upcoming politics issue, whose cover is pictured below. Each placement carries a QR code driving passersby to a subscription page.

For global editorial director Katie Drummond, who joined the publisher in September 2023, the campaign represents more than marketing. It encapsulates her strategy of turning Wired’s journalists into recognizable figures across platforms—from billboards to TikTok—and using their credibility to power both audience growth and revenue.

“We want to flood the