Client: The New Yorker Magazine

Challenge:  Reach new subscribers to their digital-only magazine service with a 3-panel banner ad.

Solution: First, I brainstormed New York locations where Eustice Tilley, the iconic New Yorker gentleman, would find himself with time to read. I wanted to give the ad a distinctly New York vibe, yet still make it resonate with everyone. Then I concentrated the copy for each frame around a different editorial aspect of The New Yorker and the benefit of reading that section online. The Talk of the Town is a classic New Yorker section. Using the alliteration of Ts in the benefit seemed like a perfect fit. The same applies to the short story section: the repetition of short helped convey the benefit of having a quick read at the ready. Finally, in the third banner, I combined a few sections (it was hard to pick favorites) and ended with a tagline that The New Yorker has used in the past, which seemed made for this ad: “The best writing anywhere, everywhere.”