Magazine article Folio: the Magazine for Magazine Management

The Atlantic: Bullish on Digital

Magazine article Folio: the Magazine for Magazine Management

The Atlantic: Bullish on Digital

Article excerpt

The Atlantic is putting a lot of emphasis on both mobile and e-reader delivery but not at the expense of supporting print, according to M. Scott Havens, VP, digital strategy and operations. "Our print business is doing really well," he says. "We haven't lowered our subscription price, and advertising has held up for us. So our digital investments are in addition to--and incremental to--what we're doing on the print side."

Since joining The Atlantic last May, Havens has been putting together a team to support the digital side and build on the magazine's early success with Amazon's Kindle e-reading device. "We've seen tremendous growth with that program," he says. "Monthly subscriptions on the Kindle have reached 10,000 users--a growth rate of 215 percent year over year; that's getting into a realm where the revenue is real. And while it's still a relatively small user base compared to a digital Web audience, the many new devices, software stores, and e-commerce fronts that have been launched or funded over the last year are creating an even more competitive space. So we're bullish on it."

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The Atlantic has also signed deals with Barnes & Noble, PlasticLogic, and others to make sure that people who choose to read the magazine on a mobile device--whether an e-reader or a smartphone--can, in fact, receive it. "We're not going to pick favorites," says Havens. "We're going to be platformagnostic."

The content on the e-readers is largely magazine-focused, but The Atlantic also generates a tremendous amount of blog content, dispatches, and columns--about 100 pieces of new content each day on its Web site alone. …

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