SMWNYC 2017 - The Atlantic: Transforming a 160-Year-Old Magazine into a Multi-Platform Brand

Transforming a 160-Year-Old Magazine into a Multi-Platform Brand

Bob Cohn

Two Stories

The Atlantic Monthly will be the organ of no party or clique, but will honestly endeavor to be the exponent of what its conductors believe to be the American idea.”

“

It will not rank itself with any sect of anties: but with that body of men which is in favor of Freedom, National Progress, and Honor, whether public or private.”

“

…it will also be found that the healthy appetite of the mind for entertainment in its various forms of Narrative, Wit and Humor, will not go uncared for.”

“

• Serve a moral purpose


• Represent freedom, progress, honor



• Propagate the American Idea




• Reject “party or clique”





• Entertain





• Entertain

• Be a writer’s magazine

Second Story

OUR MISSION:

Bring clarity and original thinking to the most consequential issues of our time

Staff and Audience Growth 2011-2016

3xTotalEmployeesatTheAtlantic,AllDivisions

4xAverageMonthlyUniqueVisitorstoTheAtlantic.com

Revenue Trends

Print Circulation

Print Advertising

Other

2006

Revenue Trends2006 2017

Print Circulation Print Advertising Other

Revenue Trends

Print Circulation Print Advertising Other

2006

2017

Revenue Trends

Print Circulation

Print Advertising

Other

Digital Advertising

2017

Revenue Trends

Print Circulation

Print Advertising

Other

Digital Advertising

Events

2017

Revenue Trends

Print Circulation

Print Advertising

Other

Digital Advertising

Events

Consulting

2017

Revenue Trends2006 2017

Print Circulation

Print Advertising

Other

Digital Advertising

Events

Consulting

Platforms

Digital

Newsletter Growth

119,000subscribers

31,000subscribers

LIVE BLOGS TIMELINE PROJECT AD-FREE SITE

Atlantic Revenue, by Type

2009 2010 2011 2012 2013 2014 2015 2016 2017B

$ M

illion

s

Print Advertising Digital Advertising

Atlantic Re:think

146native advertising

campaigns

60%digital revenue driven by native advertising

64Atlantic Re:thinkteam members

Jaguar Nest

Microsoft Siemens

Video

HOSTED SERIES

INTERVIEWS DOCUMENTARIES

ANIMATION

Atlantic Live

RACE & JUSTICEFIFTEEN YEARS LATER:

ARE WE ANY SAFER? INCLUSION IN

SILICON VALLEY

CUBA

WATER

HEALTH

SCIENCE & TECHNOLOGY

TRANSPORTATION

PHILANTHROPY

Print

+19%on newsstands

Atlantic Live

Atlantic Media StrategiesAtlantic Media Strategies

What’s Hard

• Scale vs. Brand

What’s Hard

• Scale vs. Brand

• The Lure of the New

What’s Hard

• Scale vs. Brand

• The Lure of the New

• Competition

What’s Hard

What’s Worked

• Know Who You AreWhat’s Worked

• Know Who You Are• Don’t Be Constrained by Old Thinking

What’s Worked

• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism

What’s Worked

• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos

What’s Worked

• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most

What’s Worked

• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most• Act Like a Start-up

What’s Worked

• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most• Act Like a Start-up• Be “Audience-First”

What’s Worked

• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most• Act Like a Start-up• Be “Audience-First”• Recruit and Retain Best Talent

What’s Worked

• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most• Act Like a Start-up• Be “Audience-First”• Recruit and Retain Best Talent• “Culture Eats Strategy for Lunch”

What’s Worked

Thank You Bob Cohn@[email protected]

SMWNYC 2017 - The Atlantic: Transforming a 160-Year-Old Magazine into a Multi-Platform Brand

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