Banner Ad for The New Yorker (SPEC)

Client: The New Yorker is an American magazine known for its sophisticated writing on culture, current affairs, and politics as well as its iconic illustrated covers.

Audience: Tech-savvy individuals, ages 30 to 50, with household incomes of 75k and up. They are interested in current affairs, politics, and the arts. They are familiar with The New Yorker but haven’t become subscribers.

Tone: Insightful, intelligent, promotional.

Challenge: Create a three-frame looping ad that directs the audience to click through to The New Yorker’s website and purchase a digital subscription.

Strategy: I chose to highlight the main features of the magazine while also pointing to the convenient way the magazine’s content can be consumed (which is the main benefit to the audience). “Best” and “most” are short, banner-friendly methods of communicating superiority over similar publications. “Access anytime/anywhere” were used to quickly communicate the service’s omnipresent nature. The final frame uses a single sentence to join the ideas of quality content with unlimited access and guides the audience to purchase the service with a clear call-to-action.