The New Yorker 95th Anniversary

“The Right Question Changes Everything” Campaign

OBJECTIVE

The campaign sought to elevate The New Yorker’s status as a leading destination for exceptional journalism and storytelling. By spotlighting the magazine’s commitment to exploring a wide range of topics—spanning technology, culture, racism, and popular trends—the campaign aimed to engage current readers and attract new subscribers. A key goal was to demonstrate the magazine’s relevance in the digital age, especially as the COVID-19 pandemic accelerated shifts in media consumption habits. To achieve this, the campaign emphasized digital platforms to reach a broader audience, ensuring The New Yorker’s unique voice resonated across a rapidly changing media

EXECUTION

Anchored by the theme “The Right Question Changes Everything,” the campaign underscored the value of journalistic curiosity and The New Yorker’s role in providing insightful perspectives on diverse issues. Recognizing the pandemic’s impact on traditional media consumption, the campaign prioritized digital channels such as video, social media, and audio platforms to effectively reach and engage audiences. A curated selection of high-profile articles from the magazine’s archives showcased its breadth of reporting, covering significant global topics and reinforcing its reputation for in-depth analysis. Initial testing in markets like San Francisco, Chicago, and Hartford, Connecticut, provided valuable insights into reader engagement and behaviors, which informed the broader national rollout.

OUTCOME

The campaign achieved its goals, effectively celebrating The New Yorker’s 95th anniversary while engaging and expanding its audience. By focusing on the transformative power of curiosity and adapting to digital consumption trends, the campaign significantly boosted subscriber numbers and reinforced The New Yorker’s position as a thought leader in global media. Its strategic execution and resonant messaging highlighted the enduring value of journalism that challenges, informs, and inspires, ensuring the magazine’s relevance for years to come.