Now in its 90th year, The New Yorker magazine is reaching its largest audience ever, with subscriptions to newyorker.com up 61% and web traffic increasing 25% compared to a year ago.
Now, parent company Conde Nast and ad agency SS+K are introducing a multi-faceted campaign to help continue this audience growth and momentum.
The new campaign focuses on what the magazine asserts are traits shared by readers--that they are innately curious, with eclectic, contemporary tastes.
“Only at The New Yorker can you enjoy a diverse range of stories expertly told, with iconic depth and accuracy, on multiple platforms," says Rob Shepardson, partner, co-founder, SS+K. "Today’s readers—no matter their interests—will find their place in The New Yorker. We set out to tell that story.”
The initiative includes an online film directed by J.C. Chandor (“A Most Violent Year,” “All Is Lost,” “Margin Call”) that celebrates "the anticipation before one dives into The New Yorker."
The film follows a young man making his way through a crowded train station until he arrives at his train, opens his New Yorker, and finds the story he wanted to finish all along. This clip appears on Hulu, YouTube and newyorker.com.
The print component shows a crowd of readers consuming the same edition of The New Yorker on a beach and in a packed subway car. These images are running in the Financial Times, The Economist, Food & Wine, People, Travel + Leisure, Vanity Fair, Bon Appétit, Vogue, and other Conde Nast publications.
Meanwhile digital ads will run on TechCrunch, across the Condé Nast network, and on other sites. The New Yorker social media channels will also help raise attention for these spots.
“2015 marks one of The New Yorker’s most successful in its ninety-year history, with record audience numbers across print, web, and mobile,” said Monica Ray, executive vice president of consumer marketing, Condé Nast. “It’s against this backdrop that we’re making an investment in our readers—existing and new alike—by creating an advertising campaign that captures the essence of The New Yorker: It’s where things get interesting.”