Open Enrollment | Subscribe to Publishing Executive HERE
Connect
Follow us on
Advertisement
 

Cover Story : All Charged Up and Ready to Grow (More)

What’s behind Atlantic Media Co.’s double-digit ad- and events-revenue growth, and triple-digit digital surge? Justin Smith describes its caffeinated-approach to today’s marketplace.

February 2010 By James Sturdivant
Get the Flash Player to see this rotator.
 

Back in the 1990s, before blogs, Twitter and a host of upstart Web sites transformed online debate into a raucous convention anyone could gate crash, David G. Bradley decided to build a media company around the "influentials" market. The guiding notion was that opinion leaders—people who formulate, shape and promulgate important ideas—rather than gatekeepers or copyright owners, were the true heirs to the digital kingdom, and that a lucrative consumer market could be constituted by those charged with putting good ideas into action.

Bradley, who built his fortune as a founder of the Advisory Board Company, was on to something. His first media venture was to buy the National Journal, the most influential and respected publication on Capitol Hill. He followed this by purchasing The Atlantic Monthly in 1999. Over the next decade, his Atlantic Media Co. (AMC) would transform a 150-year-old legacy print product into the flagship of a vibrant suite of consumer properties.

According to Justin B. Smith, president of AMC's consumer media division since 2007 and recently named company president, success has come from building and leveraging a strong brand across the print and online landscape.

"The reason why Web traffic and revenue is there is the basic notion that our brand—rooted in intelligent ideas [that can be explored quickly] on the Web or deeper in print—is equally well expressed in print and digital," says Smith. "Each of the mediums serves the brand expression in a different way, but it's the same core concept."

The numbers tell the tale. In the depths of a recession that has meant death to many a media venture, AMC saw an overall advertising-revenue surge of 16 percent in 2009, with a digital revenue gain of 115 percent. Print revenues last year were flat, "which we consider a great success relative to our competitors," Smith notes.

An Engaging Sales Strategy
An important component of the company's success has been growth in its events sector, up 27 percent in 2009. The company created a separate events division (with a separate sales force), called Atlantic Live, which has allowed the company to make significant investments in an expanding events business. "Thought leadership" forums, such as the State of the Union for Health Care and the Washington Ideas Forum, constitute a free-standing, independent revenue stream.

To facilitate a collaborative cross-platform sales environment, the Washington D.C.-based company has built a strong marketing and sales operation in New York. The sales strategy is built around "creative brand-marketing packages," Smith says, rather than the direct response model currently in vogue. "While everyone is competing with Google and the ad networks—and we are too, certainly— we think that we can best compete by understanding our brand marketers' companies, their brand values, their marketing objectives, and integrating those … with our site and content in a way that engages our users in two-way conversations."

 

SPONSORED CONTENT

MORE ON BUSINESS MANAGEMENT >>

FROM THE BOOKSTORE

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as:  What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions are not accountable? How to calculate how much you can afford to spend to acquire a customer or make a sale. And how can you calculate the customer’s lifetime value? How to understand the relative economics between customer acquisition, retention and CRM. How to measure the funnel process and which improvements will have the most impact.Your download of this book will also include model templates that you can use to immediately calculate and increase profitability for all your marketing efforts.  Profiting from the Magic of Marketing Metrics

This PDF book explores a range of marketing metrics and seek to help marketers to answer such questions as: What metrics to use to determine whether your marketing/advertising programs are accountable? And is it a waste of money, hence a danger to the company, if your marketing strategy and executions...

ORDER NOW

This book explains why experience is everything and how the future of business will come down to shared experiences. Aligns the tenets of user experience with the concepts of innovative leadership to improve business performance and engagement and to motivate readers to rethink business models and customer and employee relationshipsMotivates readers to rethink business models, products and services, marketing, and customer and employee relationships with desired experiences in mindBrian Solis is globally recognized as one of the most prominent thought leaders and published authors in new media, and is the author of Engage! and The End of Business as Usual!  What's the Future of Business?: Changing the Way Businesses Create Experiences

This book explains why experience is everything and how the future of business will come down to shared experiences. Aligns the tenets of user experience with the concepts of innovative leadership to improve business performance and engagement and to motivate readers to rethink business models and customer and employee relationshipsMotivates readers...

ORDER NOW

 

SPONSORED CONTENT

MORE ON E-MEDIA >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

A guide to delivering a better user experience through A/B testing: Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan Siroker and Pete Koomen are cofounders of Optimizely.com, an user-friendly testing system that more than 2,000 organizations use A/B Testing: The Most Powerful Way to Turn Clicks Into Customers

A guide to delivering a better user experience through A/B testing:
Offers best practices and lessons learned from over 100,000 experiments run by over 2,000 Optimizely customersDetails a roadmap for how to use A/B testing to personalize your customer's web experience and a practical guide to start A/B testing todayAuthors Dan...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: