The Atlantic Posts a Record-Setting Month in Digital Advertising Revenue and Traffic
Washington, DC and New York, NY (November 8, 2011)—In October, The Atlantic set new all-time highs in digital advertising revenue and traffic, outperforming all other previous benchmarks. On the sales front, digital ad revenue increased over last year's then-record performance, set in October 2011, by 28 percent. This marks The Atlantic's best digital revenue showing in a single month.
Traffic to TheAtlantic.com and TheAtlanticWire.com hit new all-time highs as well, 12.5 million and 4.0 million uniques visitors, respectively, while TheAtlanticCities.com posted a strong second-best-ever 917,000 unique visitors in October. Traffic to the three sites is up significantly compared to a year ago (+45 percent at TheAtlantic.com, +114 percent at TheAtlanticWire.com, and +197 percent at TheAtlanticCities.com).
Year-to-date, digital ad sales are up 34 percent through October. Nine custom advertising campaigns ran across The Atlantic's digital properties during the month, including blue chip companies Bank of America, Fidelity, IBM, Mercedes-Benz, and Shell, among others.
"I'm encouraged by the tremendous growth we've seen throughout the year on the digital ad revenue side, a trend I expect to continue into 2013 across our digital properties," Jay Lauf, publisher of The Atlantic and senior vice president/group publisher of Atlantic Media Company, said. "This record October is proof there is strong advertiser demand for quality online—quality content, quality audiences, quality offerings, quality customer service—all hallmarks of our operation."
Added Bob Cohn, editor of Atlantic Digital, "Our writers and editors did a terrific job in October. Analysis and commentary on The Atlantic, smart news curation on The Atlantic Wire, data and trends about urban life on The Atlantic Cities—our sites demonstrate there is an appetite among readers for intelligence, creativity, speed, and wit. Thanks to our hard-working editorial, tech, and product teams, we've now doubled our audience over the last 16 months."
For the first time in recent memory, The Atlantic has posted a profit for two consecutive years and is on track to do so again in 2012. Contributing to that forecast are strong digital ad sales, which are expected to exceed 2011's then-record-breaking performance by 33 percent.