The New Yorker

The Client:

The New Yorker is an American magazine featuring journalism, commentary, essays, fiction, poetry and more. The content is mostly focused on the cultural life in New York city. 

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The Project:

The client requested a 3 frame banner ad to promote the digital version of the magazine and to increase subscriptions to the same. 

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The brief outlined the target audience as adults aged 30 - 50 years. High earners who are interested in current affairs, politics and the arts. They are probably already aware of the magazine but are not yet subscribers.

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My Solution:

As the banner ad would continuously rotate through the 3 frames, there is no way of knowing which frame someone will see first. They may only see that one frame. The copy therefore needs to convey the benefit of the digital subscription, along with the call to action, on each frame but without repetition. ​

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Frame 1 shows the benefit of having digital subscription. As one person brags about having every issue since 1925, they hold a big pile of magazines. The other person states they also have every issue, but are holding just a mobile device. This outlines the fact that a subscription gives you every copy of the magazine since it first started, while showing the benefit of the digital subscription.

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Frame 2 states that we should always have our most precious things with us 'at our fingertips'. The design shows items that people often hold precious, with The New Yorker on a digital device included.

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Frame 3 conveys the benefit that 'even on vacation', you can keep up-to-date with news and events and you wont miss an issue of the magazine. This draws on the desire of the target audience to always be 'in the know'.