Atlantic Media Going After Marketing Services Dollars

Company hires Meredith vet for new division

Having gotten The Atlantic in the black and launched a new membership model for National Journal in the past year, Atlantic Media is now looking to develop yet another new revenue source.

The company is becoming the latest traditional media player to get into marketing services as advertisers have added budgets for areas like social media, search, and events. It’s hired Georgine Anton, a heavy-hitter from Meredith, which has been recognized as an industry leader in marketing services. Her appointment as senior vice president is set to be announced Sept. 14.

Anton had spent the past 12 years at Meredith, most recently serving as senior vice president of integrated marketing, where she helped expand the company’s relationship with Kraft. Before that, she worked several years in Time Inc.’s custom publishing division.

Atlantic Media President Justin Smith said Anton’s goal would be to find new ways for advertisers to take advantage of Atlantic Media’s affluent audience, using all its media properties.

“We’ve obviously seen what other media companies have been able to create, and we’ve had a lot of in-bound demand from companies who are interested in working with us with these marketing services,” Smith said.

Publish date: September 14, 2011 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT