Banner Ad Projects
There’s no way around it—banner ads are small. The ads below demonstrate how I employ economy of expression to maximize limited space.
The New Yorker
[Spec Piece]
Client: The New Yorker
Challenge/Need: To create a promotional 3-frame banner add with an insightful, intellectual tone for The New Yorker readers, who are ages 30-50 with household incomes of 75K+. They are tech-savvy and familiar with The New Yorker, but are not current subscribers. The goal was to create a banner ad to increase subscriptions to the digital version of the magazine.
Solution: Solution: After brainstorming all of the benefits of a digital subscription to The New Yorker, I wrote pithy copy conveying the top three and intentionally sequenced them as follows:
Frame 1: “Commuting, traveling, or café-side—stay immersed” grounds the digital benefit in real, relatable moments of everyday life.
Frame 2: “A century of storied archives—ready whenever you are,” deepens the value by revealing the exclusive depth and history—100 years’ worth—available only through a digital subscription.
Frame 3: “Wherever you go, there The New Yorker is,” elegantly sums up and reinforces the magazine’s constant presence—an enduring companion for curious, on-the-go readers.