Subscribers get a tote bag the magazine’s store won’t sell
Most magazine merch ends up in an online shop. The New Yorker gives its canvas tote to new subscribers and doesn’t sell it in its store.
The branding lesson
Since 2014, The New Yorker has given new subscribers a canvas tote printed with its classic 1925 logo, and the magazine’s online store doesn’t sell it. The offer launched alongside the website’s paywall, and by early 2018 the marketing team had handed out more than 500,000, so the bag builds brand visibility on every shoulder.
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The psych of why it works
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