Client:

The New Yorker is a print and online magazine covering politics, humor, fiction, arts, and cultural commentary.

Challenge:

To create a spec three-frame banner ad to increase digital subscribers. The digital subscription offers unlimited access to all content and targets tech-savvy 30-50-year-olds that are aware of The New Yorker but aren’t current subscribers.

Solution:

I researched the brand’s voice by digging into its website to identify keywords and tone. I used their voice to write concise headlines that are quick to read while users browse the internet. The headlines also communicate the deeper benefit of readers staying updated on current affairs anywhere they are. The CTA is on each frame, so readers can access the subscription information anytime.