Washington, D.C. (November 4, 2014)—The Atlantic set an audience record on its flagship site TheAtlantic.com in October, reaching 21 million unique visitors. That surpassed the previous high, set in July 2014, by nearly 18 percent. The Atlantic also registered 42 percent audience growth from September 2013 to September 2014 according to the latest data released by the Association of Magazine Media—which measures print subscriptions along with digital and mobile audiences—making it the fourth fastest-growing brand in the publishing industry. The audience success is matched by revenue gains for the brand; advertising revenue for the first nine months of the year is up 23% and event revenue is up 39% year over year. The Atlantic’s co-presidents, Editor-in-Chief James Bennet and COO Bob Cohn, made the announcement today.
At the beginning of October, The Atlantic integrated the editorial staff of The Wire into TheAtlantic.com. That team now contributes to a “latest news” module on the homepage and to topic areas across the site. Several new writers and editors have joined The Atlantic in recent months, including education editor Alia Wong, formerly with Civil Beat; business writers Bourree Lam, previously with Freakonomics, Alana Semuels, formerly with The Los Angeles Times, and Gillian White, most recently of Kiplinger; Lenika Cruz covering entertainment, who’s written for LA Weekly among other outlets; and science writer Nicholas St. Fleur, who previously reported for Scientific American and NPR.
“October really showed the strength of The Atlantic across a wide spectrum of subjects and forms of storytelling,” said Bennet. “People turned to us—in growing numbers—for trustworthy news about Ebola, provocative analysis of the midterms, in-depth reporting on technology and society, and videos that ranged from how to think about science education to how to talk about pregnancy at work.”
“What’s working for The Atlantic is a combination of success factors coming together: compelling content, robust technology, a creative sales team, and ambitious business partners,” said Cohn. “This kind of teamwork and across-the-board execution has been important to our performance.”
Overall, audience to TheAtlantic.com has increased by more than 60 percent since October 2012. Recent original reporting includes an examination of the new heroin epidemic; a tipping point for the crisis in U.S.-Israel relations; midterm political theater, from a profile of Mitch McConnell poised to take control of the Senate majority to Charlie Crist’s fan to how a GOP senate might look; and the “Chipotlification” of fast food. The Atlantic Video series If Our Bodies Could Talk tackled what not to say to pregnant women, and pitted CrossFit against yoga.
This year has also been The Atlantic’s strongest for advertising revenue in its history. Helping to drive that success is the emergence of sponsor content. Since launching a new responsive format for sponsor content in September, Atlantic Re:think, The Atlantic’s creative marketing team, has built immersive digital campaigns for 10 clients. In a partnership with Porsche, the team outfitted drivers with wearable technology to transform data from their drives into digital art.
Revenue for AtlanticLIVE is also up 39 percent going into the fourth quarter. The division produces dozens of large-scale events each year in Washington, D.C., New York, Los Angeles, and in cities across the country. Tomorrow in Abu Dhabi, AtlanticLIVE presents its first international event, “What’s Next? Navigating Global Challenges with the Innovation Generation,” underwritten by The Boeing Company. December 9 brings “Navigate: The Atlantic Tech Conference” to San Francisco, convening the minds behind companies that include Google, Facebook, SpaceX, OkCupid, and Rap Genius.