Case Study: The New Yorker achieves 4x monthly subscription growth and 45% lower cost-per-subscriber in international markets with CitizenNet

New Yorker Increases Subscriptions at a More Efficient Cost

The New Yorker, a Condé Nast magazine, faced difficulty hitting monthly and annual subscription targets in international markets at a profitable cost. To address this, The New Yorker engaged CitizenNet for social media advertising—primarily Facebook and Instagram campaigns including retargeting and audience strategy.

CitizenNet consolidated ad sets, aggregated country-specific landing pages, and built three targeted audiences (custom, lookalike, and broad), then ran split tests and optimized placements across Facebook and Instagram. As a result, CitizenNet drove a 4x increase in average monthly subscriptions, cut cost-per-subscriber by 45% in one month, and delivered 11% more international subscriptions than the U.S. at 62% greater cost efficiency, prompting increased investment in social advertising.

The New Yorker