Spec Banner Ads for The New Yorker Magazine

Background: The New Yorker Magazine wants to reel in an audience familiar with the publication but has not yet pulled the trigger on subscribing.

Objective: Create a dynamic 3-frame banner ad targeting readers who span ages 30–50 with household incomes of 75K+. They are tech-savvy and own a smartphone, computer, and at least one tablet. They are also interested in current affairs, politics, and the arts. Get them to sign up for the digital-only format of The New Yorker.

Strategy: The three banner ads take the prospective customer through a typical workday and how their lives would be better with the digital subscription to The New Yorker.

Banner #1: The setting is the NYC subway and plays on the stop announcements that every New Yorker knows and loves.

Banner #2: A grab at the viewer’s desire to be more and to break away from the same content they have been consuming until today.

Banner #3: When the lights are out and that screen is shining on their face, what will be there before they drift off into dreamland?