Washington, D.C. (April 22, 2015)–The Atlantic today unveils a redesign of TheAtlantic.com, showcasing ambitious new features that underscore the brand’s commitment to high-impact, ideas-driven journalism and its agility in meeting the ever-evolving demands of its rapidly growing audience. A new afternoon email newsletter, “The Atlantic Daily,” accompanies the redesign. The editor of TheAtlantic.com, J.J. Gould, introduces the new site and newsletter in a letter from the editor.
On the heels of a record-breaking quarter for both revenue and audience, TheAtlantic.com relaunches for the first time since 2012 with a renewed focus on beauty, impact, and optimization across platforms—embracing the changing habits of a booming social and highly mobile audience. The new site was designed and built entirely in-house by a significant collaboration across the organization and features a radically reimagined navigation, homepage layout, and article elements, all of which are intended to provide the high-touch, high-performance experience that our readers and advertisers told us they wanted.
"There’s enough clutter and distraction out there already. We wanted to bring the classic Atlantic values of focus and impact to bear on the urgency of the Web, to give our journalism the visual power we think big ideas deserve,” said James Bennet, The Atlantic co-president and editor in chief.
"Our developers created a site that gives our editors maximum flexibility to tell a story, providing them with a menu of templates for everything from breaking news, essays, and cover articles to infographics, photo galleries, and video," said Bob Cohn, the co-president and chief operating officer. "And with more than half our audience coming to us from a smartphone or tablet, we made it a priority to create a potent experience for mobile readers and mobile advertisers."
Key components of the new site include:
- Enhanced Visuals; Simplified Navigation; Storied Journalism: To provide simplicity and focus, the homepage of TheAtlantic.com features new modules that can dramatically showcase a single powerful story or gather coverage around single topics, presenting fuller context and diversity of perspective around important news. Large, full-bleed images add drama and depth; new block quote modules provide another outlet to engage readers. Responsive navigation enables visitors to scroll and share seamlessly. A redesigned “Most Popular” module encourages readers to spend more time on the site.
- Optimal Experience. Anywhere, Anytime, Any Screen: Since its last full redesign three years ago, TheAtlantic.com has seen its audience nearly double, with many readers now navigating via social media channels and arriving via mobile devices. By providing a faster, more clearly organized mobile experience, The Atlantic meets the needs of its increasingly mobile audience, as it continues to look ahead to further innovations in how it delivers its stories.
- The Next Phase of Custom Advertising: TheAtlantic.com has been updated to feature new custom advertising modules with more placement options throughout the site, including custom options for the mobile platform and expanded opportunities for innovative custom sponsored content campaigns.
- Harnessing the Power of The Atlantic Brand: The redesign further connects the look and feel of The Atlantic’s digital platforms with their print counterpart. The Atlantic’s familiar, bold logo has been given a new, badged treatment on the site that recalls its presentation within the rectangle of the magazine’s cover. Other font changes to the site strengthen the coherence of The Atlantic’s design, creating instantly recognizable statements of the brand across all its platforms.
Rounding out the digital relaunch is “The Atlantic Daily,” a new afternoon email. Replacing the current “Top Stories” morning aggregation, the Atlantic Daily will encourage reader engagement by identifying significant points of focus from the day in a style that conveys the personality of The Atlantic and the voices behind it. Presented in a modular format, permanent and revolving sections will include a brief news wrap-up, the day in “verbs,” “outstanding question,” “three short points,” “pop quiz,” and more.
The Atlantic began the second quarter of 2015 with the highest-ever audience for TheAtlantic.com, record advertising and underwriting revenue gains, and newsstand performance that points toward the publication’s largest sales in five years. TheAtlantic.com topped 21 million unique monthly visitors in March. January-March have now eclipsed October-December 2014 as the three highest consecutive months of visitors to the site. At the same time, The Atlantic closed its best-ever quarter for digital and print advertising revenue, up 30 percent year over year.
About The Atlantic:
Since its founding in 1857 as a magazine about “the American Idea” that would be of “no party or clique,” The Atlantic has been at the forefront of brave thinking in journalism. One of the first magazines to launch on the web in the early 1990s, The Atlantic shapes debate across print, digital, and event, and video platforms. With its award-winning presence TheAtlantic.com and CityLab.com on global cities, The Atlantic is a multimedia forum on the most critical issues of our times—from politics, business, urban affairs, and the economy, to technology, arts, and culture. The Atlantic is the flagship property of Washington, D.C.-based publisher Atlantic Media.
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