The New Yorker wants media consumers to question what they think about ... The New Yorker.
In a new campaign quietly launching in test mode today, the venerable Condé Nast title is marking its 95th anniversary with a series of digital ads—including static display ads and short animations for social media—that celebrate the magazine’s remarkably broad range of provocative writing and reporting. The campaign theme, “The Right Question Changes Everything,” connects to specific questions such as “How are emojis born?” and “What does ‘racist’ mean?” and then directs readers to more than a dozen high-profile New Yorker articles from recent years. In essence, the content—and the relentlessly inquisitive journalistic process that drives that content—is the campaign.
“There are many ways to approach and become attached to The New Yorker,” Editor-in-Chief David Remnick tells Ad Age, “and we wanted the campaign to reflect that. We put a lot of thought into the story selection”—more on that in a moment—“because we cover more than just investigations or politics or literature. We’re those things, plus pop culture, music, science, psychology, the environment, issues of social justice and so much more.”