Forget the conventions. The powers that be at The Atlantic are giving their digital properties their own balloon drop in the form of a boastful afternoon release about their numbers.
The Atlantic‘s three digital properties posted what they are calling “a record-setting month” in August: TheAtlantic.com drew 10.8 million unique visitors, TheAtlanticWire.com attracted 3.3 million unique visitors, and theTheAtlanticCities.com broke 1 million unique visitors for the first time since launching less than a year ago.
In a particularly bragilicious quote, Atlantic Digital Editor Bob Cohn says, “We had a terrific August on all three of our sites, both in terms of producing quality, must-share journalism and attracting our biggest-ever audiences. One thing I’m especially proud of is that no single story or set of stories drove our traffic. We were strong on all of our channels, and we did especially noteworthy work on topics ranging from the Olympics and the Mars Curiosity rover to the economy and the presidential campaign. Plus we had nice boosts from magazine stories, notably ‘Fear of a Black President’ by Ta-Nehisi Coates in our last issue.”
Using Omniture, they offered comparisons to a year ago: In August 2012, monthly unique visitors to TheAtlantic.com increased 57 percent compared to August 2011, while unique visitors were up 27 percent. (TheAtlanticCities.com launched in September 2011, so a yearly comparison is not available.)