Say what you will about the death of media (we know you will whether we give you the opening or not), The Atlantic is one property that has seemingly cracked the code on digital.
Minonline reports that the company is expected to be profitable for the third year running, thanks to increased digital revenues (up 33 percent!) from TheAtlantic.com and the company’s spinoffs.
TheAtlantic.com’s traffic rose 45 percent over the year, the company said, and Atlantic Wire’s more than doubled to 4 million uniques in October. The smaller Atlantic Cities saw a 197 percent traffic increase, for 917,000 unique visitors.
Year-to-date digital sales are up 34 percent, the company said, and in October alone, The Atlantic ran nine custom projects for big brands like Bank of America, Fidelity, IBM and Mercedes-Benz.
The company turned a profit in 2010 for the first time in a decade by “pretending it was a Silicon Valley start-up that needed to kill itself to survive,” a New York Times article said back then. At the time, the company employed about 100 business and editorial folks, and hitting 4.8 million monthly uniques was considered a coup.
This October, the site registered 12.5 million visitors.