Digital Accounts for More Than Half The Atlantic's Overall Ad Revenue in October
(Press Release) Washington, DC and New York, NY (November 21, 2011)—In October, for the first time in The Atlantic's history, digital ad revenue accounted for more than half of the magazine brand's overall advertising revenue. Even with a record-setting month on the print side, digital made up 51% of ad sales, while print comprised 49%.
In print, this marks The Atlantic's best October performance since Atlantic Media Company chairman David Bradley acquired the magazine in 1999. Ad revenue was up by 5% compared to a year ago, the previous October high. The issue featured Pulitzer Prize-winning historian Taylor Branch's widely discussed and lauded cover story, "The Shame of College Sports," on the NCAA.
The Atlantic posted a record-setting month digitally, too, with revenue increasing 86% compared to a year ago. Year-to-date, digital ad sales are up 37% through October. More than 40 advertisers ran campaigns across The Atlantic's digital properties—TheAtlantic.com, TheAtlanticWire.com, and TheAtlanticCities.com—the most on record for one month. Traffic also reached a new benchmark last month, with nearly 11 million unique visitors coming to Atlantic sites—more than double a year ago.
"We've reached an exciting, new benchmark that, just four or five years ago, many in the industry thought would never come," said Jay Lauf, vice president and publisher of The Atlantic. "For the first time ever, digital has claimed a majority stake. I'm happy to report this success didn't come at the expense of print, which itself posted a record-setting month. Instead, it's a testament to the strong demand we're seeing across all Atlantic platforms. To me, it's clear that we made the right strategic choice back in 2008 to focus on digital innovation and growth."
The Atlantic, which posted its first profit in recent memory last year, is on track to increase those gains significantly in 2011. Of that, digital advertising sales are expected to exceed 2010's record-breaking performance by 40%.