The Atlantic Wire Launches Touch-Optimized Tablet Experience

HTML5-Based Application Creates Device-Specific Experiences for Readers and Advertisers

Washington D.C. (January 9, 2013)—The Atlantic today announced the launch of a new tablet-optimized web-based browsing experience for The Atlantic Wire, the magazine brand’s news- and opinion-tracking site. From a tablet, the new experience is available at and features a swipe-to-browse user interface and the option to save stories and personalized content recommendations based on pre-selected areas of interest.

The free ad-supported app was built in HTML5 and has initially been optimized to run on the iPad.

“As we see increased tablet adoption rates among our readers, we are actively experimenting with technologies that help us create great experiences in a media landscape with more and more choice,” said Kimberly Lau, vice president and general manager for Atlantic Digital. “We believe the future of digital publishing will require a multiple-platform, multiple-product strategy where users can access Atlantic content whenever and however they want it. To meet this challenge, we are constantly seeking to develop our internal capabilities and partnerships, and this new Wire app does just that.”

The mobile application is a response to changing audience behaviors and new paradigms brought about by the exploding tablet and smartphone market. In December, more than 27 percent of The Atlantic Wire’s site traffic came from mobile devices, and in 2012, the number of monthly unique visitors accessing the site via a tablet increased more than 210 percent, year over year.

The touch experience release follows an August update to The Atlantic’s flagship iOS application and the introduction of an iPhone Atlantic Wire application released in February 2012. This latest product offering was built in HTML5 using the Sencha Touch framework.

“The power of HTML5 is being proven by apps like The Atlantic Wire,” said Michael Mullany, CEO of Sencha. “When you combine a talented development team and the right HTML5 tools, you get rich, immersive and fluid experiences. The Atlantic Wire app gives you a stunning touch interface right in your browser, so you can discover, read and share content—and it’s all built on open web standards with Sencha Touch.”

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