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The launch of Quartz, the new business title from the Atlantic Media Co., is two weeks away, and some of the content—in addition to its prominent journalists—will be coming from launch sponsors Boeing, Cadillac, Credit Suisse and Chevron.
Quartz has been talking up the atypical approach it’s taking to advertising as well as news coverage; it's shunning banner ads and focusing on producing for smartphones and tablets for globetrotting executives. Advertisers are increasingly seeking to address consumers directly, and Quartz will enable them to publish branded content directly in its news stream through an ad element it's calling Quartz Bulletin.