I was asked by the Editor-in-Chief of Answers magazine to develop print ad concepts to run in the spring issue of WORLD Magazine, with the goal of growing our subscriber base.

The Problem

Our existing ads relied on stock photos of people holding magazines, which felt unengaging—especially since readers will already be holding the WORLD magazine in their hands. The QR codes led only to a subscription form, and our ads blended in with many similar-looking Christian publication ads.

The Solution

I designed an ad concept that would make readers pause by posing an intriguing question. After exploring several playful ideas, I landed on: “Where Is Noah’s Ark Now?”—a question uniquely aligned with Answers Magazine. I repurposed our art director’s Ark illustration and created a QR code that led to a custom landing page revealing the answer. Because the topic is complex, I designed a series of icons to guide readers through the content, ultimately encouraging them to subscribe. The ad was a hit, and being in WORLD magazine we approximated it reached by over 160,000 readers.