smwnyc 2017 - the atlantic: transforming a 160-year-old magazine into a multi-platform brand
TRANSCRIPT
Transforming a 160-Year-Old Magazine into a Multi-Platform Brand
Bob Cohn
Two Stories
The Atlantic Monthly will be the organ of no party or clique, but will honestly endeavor to be the exponent of what its conductors believe to be the American idea.”
“
It will not rank itself with any sect of anties: but with that body of men which is in favor of Freedom, National Progress, and Honor, whether public or private.”
“
…it will also be found that the healthy appetite of the mind for entertainment in its various forms of Narrative, Wit and Humor, will not go uncared for.”
“
• Serve a moral purpose
• Serve a moral purpose
• Represent freedom, progress, honor
• Serve a moral purpose
• Represent freedom, progress, honor
• Propagate the American Idea
• Serve a moral purpose
• Represent freedom, progress, honor
• Propagate the American Idea
• Reject “party or clique”
• Serve a moral purpose
• Represent freedom, progress, honor
• Propagate the American Idea
• Reject “party or clique”
• Entertain
• Serve a moral purpose
• Represent freedom, progress, honor
• Propagate the American Idea
• Reject “party or clique”
• Entertain
• Be a writer’s magazine
Second Story
OUR MISSION:
Bring clarity and original thinking to the most consequential issues of our time
Staff and Audience Growth 2011-2016
3xTotalEmployeesatTheAtlantic,AllDivisions
4xAverageMonthlyUniqueVisitorstoTheAtlantic.com
Revenue Trends
Print Circulation
Print Advertising
Other
2006
Revenue Trends2006 2017
Print Circulation Print Advertising Other
Revenue Trends
Print Circulation Print Advertising Other
2006
2017
Revenue Trends
Print Circulation
Print Advertising
Other
Digital Advertising
2017
Revenue Trends
Print Circulation
Print Advertising
Other
Digital Advertising
Events
2017
Revenue Trends
Print Circulation
Print Advertising
Other
Digital Advertising
Events
Consulting
2017
Revenue Trends2006 2017
Print Circulation
Print Advertising
Other
Digital Advertising
Events
Consulting
Platforms
Digital
Newsletter Growth
119,000subscribers
31,000subscribers
LIVE BLOGS TIMELINE PROJECT AD-FREE SITE
Atlantic Revenue, by Type
2009 2010 2011 2012 2013 2014 2015 2016 2017B
$ M
illion
s
Print Advertising Digital Advertising
Atlantic Re:think
146native advertising
campaigns
60%digital revenue driven by native advertising
64Atlantic Re:thinkteam members
Jaguar Nest
Microsoft Siemens
Video
HOSTED SERIES
INTERVIEWS DOCUMENTARIES
ANIMATION
Atlantic Live
RACE & JUSTICEFIFTEEN YEARS LATER:
ARE WE ANY SAFER? INCLUSION IN
SILICON VALLEY
CUBA
WATER
HEALTH
SCIENCE & TECHNOLOGY
TRANSPORTATION
PHILANTHROPY
+19%on newsstands
Atlantic Live
Atlantic Media StrategiesAtlantic Media Strategies
What’s Hard
• Scale vs. Brand
What’s Hard
• Scale vs. Brand
• The Lure of the New
What’s Hard
• Scale vs. Brand
• The Lure of the New
• Competition
What’s Hard
What’s Worked
• Know Who You AreWhat’s Worked
• Know Who You Are• Don’t Be Constrained by Old Thinking
What’s Worked
• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism
What’s Worked
• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos
What’s Worked
• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most
What’s Worked
• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most• Act Like a Start-up
What’s Worked
• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most• Act Like a Start-up• Be “Audience-First”
What’s Worked
• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most• Act Like a Start-up• Be “Audience-First”• Recruit and Retain Best Talent
What’s Worked
• Know Who You Are• Don’t Be Constrained by Old Thinking• Focus on the Journalism• Break Down Silos• Ideas Matter Most• Act Like a Start-up• Be “Audience-First”• Recruit and Retain Best Talent• “Culture Eats Strategy for Lunch”
What’s Worked
Thank You Bob Cohn@[email protected]
