Atlantic Media Prez Justin Smith announced today that it’s launching Defense One, a new media brand for the national security community, later this summer. Defense One, according to a morning release, aims to deliver “high-quality news and analysis” to defense leaders and stakeholders navigating “the unprecedented” transformation of U.S. defense strategy and operations. Ken Doctor broke the news of Defense One in a column about the “newsonomics of influentials” for Neiman Lab on May 9. Adweek wrote about it early this morning at 12:14 a.m. Adweek reports that the site has yet to hire an editor. The launch, as stated in the release, will be underwritten by Northrop Grumman.
The operation will start out small, says Atlantic Media spokeswoman Linda Douglass, but they ultimately plan to build a team of 18-20 staffers.
The product is geared to the national security leadership community — Defense leaders (military flag-officers, civilian DoD leadership, National Security Council and staff), Congress (House and Senate Armed Services and Appropriations Committees), and others who play an influential role, such as contractors and think tanks.
“Defense One will bring to this important market the disruptive combination of intelligent, indispensable journalism and leading edge digital expertise that is the hallmark of all of Atlantic Media’s properties,” said Smith in the release. “We see Defense One as a major growth venture and a core Atlantic Media brand.”
Also “unprecedented” in the defense media market, they say, Defense One will launch an iPhone and Android App in the fall and a special eBook Series by the end of the year.
But some are skeptical that this will be that different from what already exists. Read more