Only a few print magazines understand the internet – and The Atlantic is one of them. Now in their third year of profit, after spending a decade losing millions, the magazine is ready to expand. And the next step is to let the print magazine die and expand with more websites. From the N.Y. Times:
“It’s become very, very clear to me that digital trumps print, and that pure digital, without any legacy costs, massively trumps print,” David G. Bradley said.
And digital is where The Atlantic is going, with three successful sites - TheAtlantic.com, Atlantic Wire, Atlantic Cities - and one more launching this week, Quartz.com. A business news site focused on a global audience – from the Editor’s Note:
We’ve assembled a team of digital journalists and developers to create a new kind of business news offering that is global, digitally native, and designed for the mobile and tablet devices.
Full speed ahead on digital, mobile, and social. And while this sounds like just another website, the team has some interesting insights that may give them an advantage. “Data is ubiquitous while real insight on the news is a rare commodity.” I would agree. When everybody reports the same news, if you can consistently provide better insight – that’s an advantage.
“Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in.” Don’t you love how he interchanges the words blog and magazine – as if they are the same thing.
Finally, the site will be free – no paywalls or subscriptions – instead showing ads from sponsors in the news stream. It’s the newest digital model that avoids big banner ads – and the company already has four paid sponsors until the end of the year.
And we shouldn’t be surprised they’re adopting the latest digital innovation. The company is diving into digital and giving up on it’s print roots. Something that few print publications will ever do.