The New Yorker
Spec Banner Ad for Digital Subscription
Project background
Create a dynamic banner ad for The New Yorker magazine's digital-only format.
GOALS
To increase the digital-only subscription base
Audience & Tone
I am speaking to men and women aged 30-50 with household incomes of 75,000+. They are tech-savvy and own all the things. These readers are interested in current affairs, politics, and the arts. They may be familiar with The New Yorker but are not current subscribers.
The tone should be insightful, intelligent, and promotional.
Creative Process
This was an exciting one for me (I do love this brand) because highlighting the history and relevance of The New Yorker I felt was imperative. The research was in order!
I spoke to status and decorum that relates to the educated, well-versed, and traveled. Yet, I also made sure to include the value of being into current events thus evading FOMO.
A gentler reminder was used to instill that no matter the age of the subscriber they have digital access at any time to any style of content, news, or entertainment.
Dimensions - A dynamic banner ad with 3 frames that rotates 3x stopping on the last
- 300 x 250
Final results
History geeks new and old will appreciate my written and visual references here. Those who don't have a grasp on the magazine's iconic status will revel in the comfort that they are "in the know" at all times thanks to digital convenience.
Using words like "prose" and phrases like "en route" offers a touch of culture that speaks to the brand while "all the goings-on" is old-timey, paying homage to the magazine's impressive age while still referencing current events.
The New Yorker reader's ultimate understanding of cultural innuendos is relative to their age/exposure at the end of the day, but consistent access to desired info and entertainment is the key to the city with this subscription.
A call to action to subscribe makes it as simple as clicking a button and getting transferred to The New Yorker's website to complete the sign-up.
Graphic Designer
Bernadeth S. Bangod
bsbcreativedesigns.com
