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The Atlantic Pushes to Boost Sales

Veteran digital publishing entrepreneur David Minkin has joined The Atlantic in a newly created role of Associate Publisher of Sales Strategy and Operations. M. Scott Havens, President of The Atlantic, announced the news Monday.

Minkin is not to be confused with David Minkin the magician, who starred on an MTV series and will co-star on “Magic Outlaws” on the Travel Channel in May.

No doubt The Atlantic hopes that Minkin’s decade’s worth of experience as a digital strategist will bring a certain magic to the publication. Minkin’s job will be to “manage sales planning and ad operations, play a key role in overall advertising strategy, and drive the implementation of new advertising technology for The Atlantic and its digital platforms, TheAtlantic.com, TheAtlanticWire.com, and The AtlanticCities.com.

In 2009, Minkin was interviewed by The Luxury Letter, a journal for marketing professionals. They asked,

Adcision: What is the most vexing issue facing your business right now?

David: Although we reach a very valuable audience because our readership is so niche we’re too small to be listed in @plan and thus we miss out on many RFPs from the big agencies.  Also, some of the more old school brands still think “blog” means a guy sitting in his pajamas writing in his mother’s basement.  These brands don’t realize that Breaking Media has 10 full-time employees on staff and is funded by a team of investors.

Where do you see the industry headed?

David: I think online publishing in general will have some interesting growing pains as display advertising (in the form of standard banner units) because less valuable to advertisers.  Where that leads I’m not sure…

Minkin joins several new members of the national sales team: Deirdre O’Connor, Integrated Sales Director in New York, who previously worked at Appssavvy; and Greg Panagiotis, Integrated Sales Director in Los Angeles, who came from HUGE.

His past includes far edgier publications than The Atlantic…

Before joining The Atlantic, Minkin co-founded and was publisher of Breaking Media, a network of business-to-business Web sites in the law, finance, and fashion industries— AboveTheLaw.com, Dealbreaker.com, and Fashionista.com, respectively. Under Minkin’s leadership, states the release, Breaking Media became profitable with traffic of more than 3 million unique visitors per month.

Prior to joining Breaking Media in 2006, Minkin held a variety of digital sales and operations roles at Forbes.com, The Economist Group, Euromoney Institutional Investor, and Forbes.com. He’s a graduate of Brown University.

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