THE NEW YORKER DIGITAL MAGAZINE (SPEC)
Client:
The New Yorker is a renowned American magazine that covers a range of topics such as literature, politics, current affairs and the arts. Its intellectual and sophisticated approach to writing and journalism, combined with their unique cartoons, set it apart from other publications.
Challenge:
The New Yorker's goal is to increase the number of subscribers to their digital only magazine subscription. Their mode of delivery is through a three frame digital banner. Each frame needs to have enough impact to stand alone, plus the continuity and ability to flow onto the next. Space is also extremely limited, thus the copy needs to be succinct.
Solution:
The target market are busy, tech-savvy professionals in corporate well paying jobs. My take is to play to their desire to appear intelligent and “in the know”, so that they can discuss the news with colleagues and friends. The major benefit of subscribing to the digital only publication is the ability to read the news anywhere, at any time, thus I also wanted to highlight how they could do this by "going digital".