Writers and Editors (Pat McNees's blog)
RSS feed

Heavy investment in digital to save The Atlantic

June 11, 2010

Tags: magazines, digital

The struggling magazine with a historic brand has structured a comeback around "creating a solid brand identity; a digital-first strategy; building a marketing services operation; expanding live events; and maintaining a relentless focus on hiring top talent," writes Bill Mickey in Behind The Atlantic's Brand Reinvention (Audience Development, June 9, 2010). Atlantic media president Justin Smith, in his keynote address at the Folio: Show, was reported as saying The Atlantic's brand had suffered from a lack of definition. It's new tagline, "Brave Thinking," defines the brand's essence.Atlantic is building up its live events platform, and Smith spends 55 percent of his time on "talent-related issues."

"Nothing is more important to business success than your standards for talent," said Smith.

Reporting for Folio, Matt Kinsman, in Atlantic Rising, reports that The Atlantic is combining its heavy investment in digital with a redesign, introducing more visuals into traditionally heavy blocks of print, in its long-form journalism. There will be more images in the magazine, more crossover between the print magazine and the Website, and more "live events."

Author Jeffrey Goldberg posted his exclusive interview about Israel with Democratic frontrunner Barack Obama on his blog at www.theatlantic.com and the magazine got 150,000 unique visitors in one day, "a perfect example of what The Atlantic is striving for: a marriage of long-form, analytical print—its traditional bread and butter—and fast-paced, controversial digital conversations."

Thanks to Norm Schreiber (The Year of Living Haphazardly) for this lead.