HSBC Buys Out New Yorker Print, Digital Editions

The New Yorker is getting its first-ever multiplatform ad buyout thanks to HSBC. The seven-figure deal promoting the relaunch of HSBC’s Premier consumer program covers the full print, tablet and phone editions of the magazine’s June 30 issue as well as a good chunk of its website.

“HSBC wanted something that would be high visibility, would reach thought leaders and high net-worth individuals, and would really reframe the conversation about how people think about finance,” said Lisa Hughes, VP, publisher of The New Yorker. “We brainstormed with them and came up with this takeover that takes advantage of every media platform.”

Online, HSBC is sponsoring a custom unit that will drive visitors to a branded hub and reader poll built by the magazine’s native ad team, the New Yorker Creative Studio, which gauges readers’ investment personalities.

Results from the poll will be included in an interactive unit in The New Yorker’s tablet edition, which also includes five custom New Yorker cartoons created especially for HSBC. Both the tablet and mobile editions of the current issue will be free to download via HSBC’s sponsorship.