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Brett S. Traylor Creative Direction & Design

The New York Times

Brett led this project during his 17-year tenure as Thinkso’s founder and executive creative director.

During a particularly difficult time for newspaper publishers, the New York Times reached out for our help creating a subscriber retention campaign. The ​“I subscribe” campaign reminded subscribers of the tremendous value of a Times subscription by recalling the personal and often emotional connection that attracted them to the paper to begin with.

A text GIF that reads, "I subscribe to 156 years of experience; to the power of knowledge; to a belief in objectivity."

To its constituents, the New York Times isn’t just a source for news. The brand is tied to subscribers’ personal philosophies, global points of view, and even their individual identities.

Brett Traylor, Executive Creative Director, Bst.

A fold out New York Times subscriber mailer with the headline "I subscribe to my own point of view."
A New York Times promotional magnet that reads "I subscribe to the power of knowldege" holding a photo of graduate and his mom to a refrigerator.

Economically designed reintroduction kits were sent to all subscribers. In addition to making the case for staying as a subscriber, the kits listed benefits and provided account access information—on a refrigerator magnet—so that every subscriber would always have what they’d need to take full advantage of their subscription.

A New York Times website login popup with the text, "I subscribe to a belief in objectivity."
A New York Times promotional email with the headline "I subscribe to my own point of view" displayed on a smartphone.

Campaign messaging appeared on digital applications such as login screens and subscriber email communications.

A New York TImes paper in plastic delivery bag printed with the text "I subscribe to my own point of view" on a grassy lawn.

The iconic rolled-up newspaper in its plastic bag was a low-cost, high-impact application for reaching subscribers.