The New Yorker: The Right Question Changes Everything

To mark The New Yorker’s ninety-fifth anniversary, we launched the first ever advertising campaign. “The Right Question Changes Everything" that celebrates some of the magazine’s most consequential writing over its nearly ten decades.

The campaign was built around an insight into the magazine’s relentless approach to editorial, the way The New Yorker wields questions it what makes it unique. It’s a process that allows the writers to find fresh insights from familiar subject matter. They simply keep drilling down, asking questions long after others put down the pen and go to print. They don’t go to print when they’re out of time, they go to print when they’re out of questions.

This campaign champions those questions and the consequential work they lead to. Featuring some of the most amazing writers who have graced the pages of the magazine including Ronan Farrow, Jia Tolentino, Annie Proulx and Malcom Gladwell.