The Remarkable Transformation of Atlantic Media’s National Journal
Adapting business models requires guts. A complete overhaul takes even more. Faced with a near perfect storm with digital natives and even Google Alerts entering its marketplace, all the while clients were being lost due to the global financial crisis, National Journal chose the latter.
Five years ago 50% of revenues for Atlantic Media’s National Journal came from ads. Today, only 3% comes from advertising. In the process National Journal developed new revenue lines that did not exist five years ago. Now those new revenue streams represent 60% of total revenues and, along with membership, make up 97% of overall income.
The transformation journey of Washington-based National Journal took a number of years, but by the time they were finished, the business looked nothing like what had come before. The weekly niche news magazine underwent a revolution, from a subscriptions and advertising-funded brand to a research and advisory firm specialized in getting premium intelligence to high-value members.