With the third quarter over, The Atlantic is proving once again that it is a force to be reckoned with. The magazine has now posted revenue gains 12 straight times, according to a company press release. Most recently, there was a 41 percent jump for digital, a three percent increase for print, and total ad revenue grew 19 percent.
Jay Lauf, Vice President and Publisher of The Atlantic, is hopeful that the trend continues. “We have more than 40 different advertisers running on the site currently, a continuation of the strong demand we saw in the third quarter,” said Lauf. “Print outperformed an incredibly strong Q3 last year. And mobile — our phone and iPad app — is beginning to show up for us, too. It represented two percent of overall digital ad revenue in the third quarter, but I expect to report increasing percentages in 2012.”
The Atlantic is a reminder that if you make solid decisions, and grow a brand without sacrificing quality content, good things happen. We’ve watched it change over the years, and each shift — even those that seem like they will hurt the magazine — ends up being in the right direction.