Atlantic Inc.

What Twitter's Potential Flipboard Acquisition Means for the Publishing Industry
July 13, 2015

For about a decade, technology has been viewed as the death knell for traditional media. Newsrooms are laying off staff in droves, and local news bureaus are shutting down. During the years of this turbulent transition, traditional media outlets have struggled to find business models that work. They've established paywalls, experimented with native advertising, built mobile apps and watched as social media absorbed their loyal readers.

Attitudes Towards Sponsored and Branded Content (Native Advertising)
July 8, 2015

Traditional display advertising on the web is in trouble. Fewer people are clicking on banners, yields for publishers are static or falling, and many users shut off ads completely. YouGov's research for this report shows that in both the US and UK between a third and a half of online news users use software that blocks the most popular forms of display advertising.

Against this background it is not surprising that content providers, brands, and platforms are looking for new and better ways to reach and engage audiences.

Press Release: James R. Gaines to Join Atlantic Re:Think As Director of Content
June 5, 2015

Washington, DC, New York, NY; June 3, 2015 -- James R. Gaines is joining The Atlantic as director of content for Atlantic Re:think, the company's creative marketing group, Publisher Hayley Romer announced today.  A newsroom leader with decades of experience at some of the most prominent titles in America, Gaines will oversee all content for the group, which creates native advertising and branded content campaigns in the spirit of The Atlantic's mission to publish ideas-rich journalism. 

Politico Building a Branded Content Division
May 29, 2015

Politico has hired aDell marketing executive to help build and run a department called Politico Focus that will create content for brands -- a first for the political news organization.

Stephanie Losee, who helped build Dell's content-driven marketing and held the title of managing editor, has joined Politico as its executive director of brand content. Her career began as a tech reporter with Fortune magazine.

Why Publishers Should Be Thinking About Viewability — And What They Should Be Thinking About
May 27, 2015

Viewability is an increasingly important term in the media industry. It is an advertising metric that attempts to track only impressions that readers actually see. Measuring impressions alone does not indicate that a reader scrolled down the page see a particular ad. Understandably, more and more advertisers are beginning to expect viewability metrics before they partner with a publisher. In the following Q&A Denise Colella, former CEO of Maxifier -- an ad performance optimizer for publishers and advertisers -- explains why publishers need to pay attention to this metric and how they can integrate it into their analytics.

A Magazine for Women Writers, Aimed at Everyone
May 15, 2015

Anyone who's worked as a magazine writer will tell you that while a significant number of women read men's magazines like GQ and Esquire, which have a reputation for publishing authors now canonized in the annals of American 20th century literature, far fewer men read women's magazines like Elle and Cosmopolitan.

So where should female magazine writers get their work published if they want to be read by as broad an audience as possible? General-interest magazines offer them limited space, publishing articles largely written by men; according to the 2014 Vida Count

With Instant Articles, Facebook Shows Us What Paper Was For
May 14, 2015

FACEBOOK PAPER WAS a strange thing. After its release early last year, the extravagant news-reading smartphone app that unbundled the News Feed from the rest of Facebook quickly faded from view. But now it's paying dividends-at least for Facebook.

On Wednesday, the company rolled out what it calls Instant Articles: stories from big-name news outlets that appear within Facebook's iPhone app in their entirety rather than simply as a link to elsewhere on the web. In order words, you needn't leave Facebook's app in order to read the latest from The New York Times, The Atlantic, or The Guardian.