Atlantic Media Names New Business Site 'Quartz'

That new business vertical that the Atlantic Media Company has been hyping for the last several months finally has a name: Quartz. Why Quartz? According to a press release, Atlantic picked that name because it “embodies the new brand’s essential character: global, disruptive, and digital.” Also, apparently Q and Z are the two least used letters of the English language, making the site’s address — QZ.com — easy to remember for people who can’t grasp words with more than two letters.