The Challenge: Provide copy for a 3 frame banner ad that loops 3 times before stopping on the final frame. The copy will prompt the reader to become a digital-only subscriber of The New Yorker magazine.

The Desired Outcome: Subscribe to the digital-only version of The New Yorker magazine.

Brand Voice: Insightful, Intelligent, Promotional.

The Solution: Because this target audience is already familiar with The New Yorker brand, I capitalized on the nuances of the publication for this banner ad. I included a cartoon, which is a popular staple of the magazine, as well as the classic New Yorker font and logo, which are all immediately recognizable and tied to the brand. Because the main benefit of this campaign is to provide readers with access to the entire New Yorker library on-the-go, I emphasized the freedom of going digital but not sacrificing quantity or quality of content. The promotional nature of all three frames encourages the audience to subscribe with minimal financial commitment.