The New Yorker
Case Study

A historic brand extends its reach to its growing and sophisticated mobile audience.

The Problem

Since 1925, The New Yorker has imbued the world with is particular brand of humour, renowned fiction, and meticulous articles. Its illustrious publication history is unrivalled; however, with mobile web’s rapid adoption, they recognized the need for a web presence beyond a desktop website. Prior to this, defining features of the New Yorker website, like their extensive fiction pieces, broad, in-depth articles, and signature cartoons, would not render well on mobile devices, leading to dissatisfied users who expected the quintessential The New Yorker experience, regardless of the platform.

The New Yorker Success Story: Problem

Before

The Solution

Using the tools provided by Mobify Studio, The New Yorker was able to make their site mobile friendly.

Mobify Studio allows for full CSS control, mobile analytics, and ad server integration, and optimized images, text, and navigation style, all while keeping The New Yorker experience intact.

Unlike other solutions that use scrapers to periodically crawl new website content and then dump it to a database, Mobify Studio automatically mirrors all the latest updates to the desktop content on mobile. This means that The New Yorker’s dedicated reader base now has instant access to all the latest New Yorker content on mobile, as soon as it posted on the desktop website.

"Mobify Studio allows for full CSS control, mobile analytics, and ad server integration, and optimized images, text, and navigation style, all while keeping The New Yorker experience intact."
The New Yorker Success Story: Results

After

The Results

Since its launch, The New Yorker’s unique mobile views have increased over 10 times, with a dedicated mobile user base that keeps returning, More importantly, mobile users are spending more time on the site, with the average iPhone user spending over 6 minutes minutes browsing the site. When using 3g, load times were reduced by over seventy percent, contributing to an all around better user experience.

In combination with their iPad app, The New Yorker and Mobify have come together to deliver the flawless experience expected of them, no matter the device.

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