Washington, D.C., and New York, N.Y.--Following a year of editorial and business records, The Atlantic closed out 2012 by significantly increasing its overall revenue and audience reach, exceeding 2011's then-record performance in these key metrics. After posting its first profit in recent memory in 2010, the 155-year-old magazine brand was profitable for the third straight year as well.
In addition to this record performance, for the first time in The Atlantic's history, digital advertising revenue accounted for more than half--59 percent--of the brand's overall advertising revenue. In 2012, digital ad revenue was up 32 percent over the prior year. AtlanticLIVE, the industry-leading events division behind franchises such as the Aspen Ideas Festival and the Washington Ideas Forum, grew its revenues by 24 percent over 2011.
Editorial accomplishments abounded in 2012, most notably last summer's publication of "Why Women Still Can't Have It All," by Anne-Marie Slaughter, one of the year's most-talked-about stories, nationally and internationally. Just seven days after publication in The Atlantic, the article attracted more than 1 million readers online. It soon became the most-read piece in the magazine's history (1.9 million unique visitors and counting). On newsstands, this cover story made July/August the highest-selling issue in the past four years.
Inspired by the magazine's longtime coverage of the shifting roles between women and men, TheAtlantic.com launched the Sexes Channel this year, dedicated to exploring these critical issues on a daily basis. A number of other editorial initiatives and products debuted in 2012, including The Atlantic's first original e-book, "Battle at the End of Eden"; a new technology column exploring how we will live in the future; a new magazine iPad app, and a redesigned homepage at TheAtlantic.com.
The Atlantic's digital properties--TheAtlantic.com, TheAtlanticWire.com, and TheAtlanticCities.com--all reached new traffic benchmarks in 2012. In November, TheAtlantic.com and TheAtlanticWire.com both hit all-time highs--13.1 million and 4.7 million unique visitors, respectively--while TheAtlanticCities.com surpassed 1 million unique visitors in August, less than one year after its launch. In 2012, the three Web properties exceeded 2011's then-record traffic by more than 50 percent.
"I'm incredibly proud of The Atlantic's many accomplishments in 2012, culminating with Editor and Publisher of the Year honors from Ad Week for James Bennet and Jay Lauf," said M. Scott Havens, president of The Atlantic. "We saw the remarkable, and measurable, impact of story after story in the magazine; the incredible growth of our digital audience; and the unparalleled expansion of our live-events business. As we head into 2013, I'm supremely confident that our team--across all platforms--is poised to break more records and deliver the kind of journalism and type of innovation that distinguishes The Atlantic."
James Bennet, The Atlantic's editor in chief, added: "The endlessly inventive team at The Atlantic delivered in 2012 on our commitment to powerful journalism. From cover stories by the likes of Anne-Marie Slaughter and Jim Fallows to Jeffrey Goldberg's exclusive interview with Barack Obama and Alexis Madrigal's deep dive into the technology of the presidential campaign; from The Wire's innovative storytelling about the Olympics and politics to the pathbreaking coverage of urban affairs on Cities; and in AtlanticLIVE debates from Silicon Valley to New York and beyond, The Atlantic continued to do the sorts of great stories our readers have long expected, while dreaming up new ways to inform, provoke, and entertain our ever-growing audience. The traffic growth and commercial success that have flowed from this work are a credit to the entire editorial and business team."
(Source: Omniture, publisher's data)
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