SMWNYC 2017 - The Atlantic: Transforming a 160-Year-Old Magazine into a Multi-Platform Brand
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SMWNYC 2017 - The Atlantic: Transforming a 160-Year-Old Magazine into a Multi-Platform Brand
- 2. Two Stories
- 10. • Serveamoralpurpose • Representfreedom,progress,honor • PropagatetheAmericanIdea
- 11. • Serveamoralpurpose • Representfreedom,progress,honor • PropagatetheAmericanIdea • Reject“partyorclique”
- 12. • Serveamoralpurpose • Representfreedom,progress,honor • PropagatetheAmericanIdea • Reject“partyorclique” • Entertain
- 13. • Serveamoralpurpose • Representfreedom,progress,honor • PropagatetheAmericanIdea • Reject“partyorclique” • Entertain • Beawriter’smagazine
- 14. SecondStory
- 23. RevenueTrends 2006 2017 Print Circulation Print Advertising Other
- 24. RevenueTrends Print Circulation Print Advertising Other 2006 2017
- 25. RevenueTrends Print Circulation Print Advertising Other Digital Advertising 2017
- 26. RevenueTrends Print Circulation Print Advertising Other Digital Advertising Events 2017
- 27. RevenueTrends Print Circulation Print Advertising Other Digital Advertising Events Consulting 2017
- 28. RevenueTrends 2006 2017 Print Circulation Print Advertising Other Digital Advertising Events Consulting
- 29. Platforms
- 30. Digital
- 33. LIVE BLOGS TIMELINE PROJECT AD-FREE SITE
- 34. AtlanticRevenue,byType 2009 2010 2011 2012 2013 2014 2015 2016 2017B $Millions Print Advertising Digital Advertising
- 35. AtlanticRe:think 146 native advertising campaigns 60% digital revenue driven by native advertising 64 Atlantic Re:think team members
- 38. Video
- 41. AtlanticLive
- 43. RACE & JUSTICE FIFTEEN YEARS LATER: ARE WE ANY SAFER? INCLUSION IN SILICON VALLEY
- 45. Print
- 50. What’sHard
- 52. • Scalevs.Brand • TheLureof theNew What’sHard
- 53. • Scalevs.Brand • TheLureof theNew • Competition What’sHard
- 54. What’sWorked
- 57. • KnowWhoYouAre • Don’tBeConstrainedbyOldThinking • FocusontheJournalism What’sWorked
- 58. • KnowWhoYouAre • Don’tBeConstrainedbyOldThinking • FocusontheJournalism • BreakDownSilos What’sWorked
- 59. • KnowWhoYouAre • Don’tBeConstrainedbyOldThinking • FocusontheJournalism • BreakDownSilos • IdeasMatterMost What’sWorked
- 60. • KnowWhoYouAre • Don’tBeConstrainedbyOldThinking • FocusontheJournalism • BreakDownSilos • IdeasMatterMost • ActLikeaStart-up What’sWorked
- 61. • KnowWhoYouAre • Don’tBeConstrainedbyOldThinking • FocusontheJournalism • BreakDownSilos • IdeasMatterMost • ActLikeaStart-up • Be“Audience-First” What’sWorked
- 62. • KnowWhoYouAre • Don’tBeConstrainedbyOldThinking • FocusontheJournalism • BreakDownSilos • IdeasMatterMost • ActLikeaStart-up • Be“Audience-First” • RecruitandRetainBestTalent What’sWorked
- 63. • KnowWhoYouAre • Don’tBeConstrainedbyOldThinking • FocusontheJournalism • BreakDownSilos • IdeasMatterMost • ActLikeaStart-up • Be“Audience-First” • RecruitandRetainBestTalent • “CultureEatsStrategyforLunch” What’sWorked