The New Yorker - SPEC AD

Act 1 - The Client: The client demographic for these banner ads are readers age 30-50 with incomes over $75k. They are tech-savvy, own smart devices and computers. Their interests include “current affairs, politics, and the arts”. They know about The New Yorker but do not currently subscribe.

Act 2 - The Challenge: With so many magazines and newsletter subscriptions available, The New Yorker wanted to break through the noise and entice potential readers to sign up for a digital subscription. Their offer includes access to their entire archive online, dating back to their founding issue in 1925. The main goal of these banner ads was to increase their digital-only subscription base. These banner ads are dynamic and need to catch readers attention quickly as they are scrolling through the website these ads are on.

Act 3 - The Solution: The tone of the ads was meant to be insightful, intelligent and promotional. To celebrate the 100th anniversary of The New Yorker, I wanted to pay homage to their decorated history. By including images of Eustace Tilley—a caricature that appeared on the first issue—and phrases like ‘Read All About It’ and ‘Never Miss a Beat’, the ads were designed to evoke nostalgia while emphasizing benefits of a digital subscription. The calls to action increased in urgency as the ads progressed to encourage readers learn more and subscribe.