The Atlantic Sees Strong First-Half Ad Growth

Following on the Media Industry Newsletter‘s big reveal earlier this month that magazine ad page counts were on the upswing for the first half of 2010, The Atlantic has announced that its ad pages increased 22% in the same time period. TheAtlantic.com and TheAtlanticWire are forecasting a first-half ad-revenue increase of 155%, the company said.

The market turned around for us in the second half last year,” said Atlantic vice president and publisher Jay Lauf in a statement. “We posted a 5% year over year increase in print revenue in the second half and a 161% increase in digital ad revenue.” He said that The Atlantic‘s July/August “Ideas Issue” will set a single-issue revenue record, and that he expects top-line results should remain strong through the rest of 2010.

The Atlantic also said that its events division, Atlantic LIVE, which puts on small private dinners and panel discussions, should see a 20% year-over-year revenue increase for the first half of 2010, the company said.

Press release after the jump.


The Atlantic Reports Dramatic Ad Growth in First Half 2010;

Kicking Off Second Half with Record July/August Issue

Washington, DC and New York, NY (May 24, 2010) — Demonstrating strong advertiser demand for in-depth, intelligent content, The Atlantic reports significant and sustained growth in the first half of 2010. Through the June issue, The Atlantic posted a 21.75% increase in ad pages this year. Meanwhile, TheAtlantic.com and sister site TheAtlanticWire.com project a 155% increase in online ad revenue for the first six months of 2010. Atlantic LIVE, The Atlantic’s events division, also projects a 20% increase in revenue for the first half of 2010 compared to the first half of 2009.

Jay Lauf, vp and publisher, The Atlantic and TheAtlantic.com, says that the early indicators are promising for the remainder of 2010. “We just closed our annual July/August Ideas Issue, which will set a new revenue record for a single issue of The Atlantic — the previous set by last year’s Ideas Issue. Online continues to see strong projections as well.”

This builds on an upward surge for the brand beginning in the second half of 2009. “The market turned around for us in the second half last year,” adds Lauf. “We posted a 5% year over year increase in print revenue in the second half and a 161% increase in digital ad revenue.”

Introducing a redesign in February, TheAtlantic.com averages 3.5 million monthly unique visitors and 19 million monthly pageviews.

In addition to increased run-of-book and run-of-site volume, The Atlantic has enjoyed great success developing integrated programs such as the annual Ideas franchise and the new Future of the City franchise, as well as custom executions for clients including Cathay Pacific, Nissan LEAF and HP.



Publish date: May 25, 2010 https://dev.adweek.com/digital/the-atlantic-sees-strong-first-half-ad-growth/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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