The Atlantic Celebrates Largest Revenue Issue
(Press Release) Washington, DC and New York, NY (October 12, 2010) — This week The Atlantic's November issue—devoted to "Brave Thinkers"—hits the newsstands with additional heft—it's the single highest-revenue issue in the magazine's history. The second annual "Brave Thinkers" issue generated 13 percent more revenue than the previous record issue, and marks the third time in the past 14 issues The Atlantic has set a new revenue record. Compared with the November 2009 issue, the November 2010 issue posts a 95 percent revenue gain and a 60 percent increase in ad pages.
In the "Brave Thinkers" issue, The Atlantic profiles 19 individuals "who are taking a substantial risk-to their reputations, their careers, even their lives—for a big idea."
"'Brave Thinking' is our internal designation for what The Atlantic does at its best—exploring bold new ideas that have the power to change our world," said Jay Lauf, vp and publisher, The Atlantic and TheAtlanic.com. "We find that thinking resonates strongly with companies whose products or services have the power to shape our society as well."
Reflecting an increasing advertiser interest in customized and unconventional ad units, the issue features:
- A multiple cover execution sponsored by Dow
- A Buick gatefold opening the Brave Thinkers editorial package
The Atlantic's print successes mirror the brand's robust digital and events growth. For the first six months of 2010, TheAtlantic.com and sister site TheAtlanticWire.com reported a 166 percent increase in ad revenue compared with the same period in 2009. Meanwhile, events division Atlantic LIVE projects 39 percent revenue growth in 2010 over 2009.
About The Atlantic
Since its founding in 1857 as a magazine about "the American Idea" that would be of "no party or clique" The Atlantic has been at the forefront of brave thinking in journalism. The Atlantic's acclaimed editorial roster includes Andrew Sullivan, Ta-Nehisi Coates, James Fallows, Jeffrey Goldberg, Joshua Green, and Megan McArdle.