Washington, D.C. and New York, NY (June 3, 2015)—James R. Gaines is joining The Atlantic as director of content for Atlantic Re:think, the company’s creative marketing group, publisher Hayley Romer announced today. A newsroom leader with decades of experience at some of the most prominent titles in America, Gaines will oversee all content for the group, which creates native advertising and branded content campaigns in the spirit of The Atlantic’s mission to publish ideas-rich journalism.
“Jim brings expertise, energy, and authority to our growing native business,” said Romer, “the breadth and depth of his experience will help further distinguish Re:think in an increasingly competitive environment.”
Gaines most recently served in a variety of leadership positions at Reuters, including global editor at large and editor in charge of the Americas. Much of his earlier career was spent at Time Inc., where he was managing editor—the chief editorial role—at People, Life and Time. He was also publisher of Life, during its revival in the 1990s. During his tenures, all three titles were honored with significant journalism awards and expanded their businesses with new multimedia platforms.
As a consultant, he has advised publishers in the U.S., Europe, and the Middle East on acquisitions, launches, and digital initiatives. He has also helped lead pioneering efforts in digital storytelling, as editor in chief of an online magazine called FLYP and as managing editor of News Corp’s tablet publication, The Daily. The author of several works of history, Gaines is a member of the American Historical Association and the Society of Eighteenth Century Scholars as well as the Overseas Press Club and the Council on Foreign Relations.
Led by Romer and vice president of marketing Sam Rosen, Atlantic Re:think was formed in 2014 to develop new kinds of brand experiences and content for clients and partners, further differentiating The Atlantic’s already leading approach to custom advertising. In its first year, the Re:think team produced more than 130 custom experiences for brands including Netflix, Porsche, Allstate, Chevron, and Lincoln. More than 60 percent of digital advertising revenue for last year can be attributed to the work of the Re:think team.
Based in The Atlantic’s New York office, Gaines will report to Rosen.