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Posts Tagged ‘Jay Lauf’

The Atlantic Posts Revenue Gains for 12th Straight Quarter

With the third quarter over, The Atlantic is proving once again that it is a force to be reckoned with. The magazine has now posted revenue gains 12 straight times, according to a company press release. Most recently, there was a 41 percent jump for digital, a three percent increase for print, and total ad revenue grew 19 percent.

Jay Lauf, Vice President and Publisher of The Atlantic, is hopeful that the trend continues. “We have more than 40 different advertisers running on the site currently, a continuation of the strong demand we saw in the third quarter,” said Lauf. “Print outperformed an incredibly strong Q3 last year. And mobile — our phone and iPad app — is beginning to show up for us, too. It represented two percent of overall digital ad revenue in the third quarter, but I expect to report increasing percentages in 2012.”

The Atlantic is a reminder that if you make solid decisions, and grow a brand without sacrificing quality content, good things happen. We’ve watched it change over the years, and each shift — even those that seem like they will hurt the magazine — ends up being in the right direction.

The Atlantic Continues Online Surge

The Atlantic’s digital network continues to reach new heights, this time setting a record in May with 10 million unique visitors. This is the third time in the past five months the sites have posted record high traffic: January’s mark was eclipsed by March’s, which was then topped by May.

As we all know, May was also the month that Osama bin Laden was killed (or was he???), so naturally traffic was boosted virtually everywhere, but it’s still a nice achievement for The Atlantic.

Jay Lauf, Vice President and Publisher of The Atlantic, expects the good news to continue, adding, “Each new quantum leap in traffic has tended to be a leading indicator for us on the selling side. We should be poised for a big second half again.”

Check out a fancy graph detailing The Atlantic’s digital growth after the jump.

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New York Media Insiders Gather at Atlantic Media Company Soiree

Justin Smith, President of Atlantic Media Company, hosted a party at his home in New York last night in honor of Atlantic Senior Editor Alexis Madrigal, who recently published “Powering the Dream: The History and Promise of Green Technology.”

The party was packed with New York media insiders. Here are some pictures from the evening:

Alex Madrigal and Chance:

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The Atlantic Posts First Profit in Decades

The Atlantic has been around for 153 years, and today they’ve announced that 2010 was one of the better ones. For the first time in many years, the magazine posted a profit, with advertising revenue jumping 27 percent for print and 70 percent online.

In print, The Atlantic added 38 new advertisers, including brands like Virgin Atlantic Airways and the Nissan Leaf. Digitally, things were even better for the magazine, as it added 67 new advertisers and traffic to was up 34 percent.

Jay Lauf, Vice President and Publisher of the magazine, had this to say about the good news:

2010 was an amazing year for The Atlantic, demonstrating continued demand for explorations of ‘The American Idea’ across new platforms and channels. We look forward to building on this success with our readers and advertisers in 2011.

See? There is hope after all.


We asked Lauf for a comment on what he thought was the biggest factor leading to the great year for The Atlantic, and he didn’t hesitate to point to the growth online. He explains, “There are multiple factors that have led to our profit-generating year, but the single largest would have to be our success in the digital arena.  The huge increases in digital ad revenue have made the difference in 2010 and are pointing the way forward in 2011.”

The Atlantic Hires New Director of Sales

Moira McDonald is joining The Atlantic as Director of Sales for the Pacific Northwest.

McDonald brings a wealth of sales experience to the venerable periodical. She spent 14 years at WIRED magazine, where she held several senior sales positions during her tenure.

“I’m delighted to welcome Moira to The Atlantic,” VP and Publisher Jay Lauf said in a statement. “As The Atlantic broadens its presence through digital and event platforms, Moira’s deep market knowledge and intuitive understanding of multi-platform programs will help us fuel even greater success.”

The Atlantic has already seen a upswing in readership.

In the first half of 2010, The Atlantic posted a 21.75 percent increase in ad pages and reported a 166 percent revenue increase.

Hate Your New Job? You’re Not Alone


With the recession and layoffs dominating media conversations, it’s easy to forget about the people who are unhappily employed. You know who you are. Your co-worker just got canned, but instead of consoling, you want to scream, “Take me with you!”

Don’t worry, young grasshopper. Even Jay Lauf, publisher and vice president of The Atlantic, has been there.

“I started out in the trade magazine realm for many, many years and was a group publisher at a group of small gift trade magazines,” he told “I wanted to take a step out and jumped onto a company that I didn’t investigate very carefully, a privately held company. It wasn’t a great fit for me… after about six months, I realized it was the wrong thing, and it was a hard thing to reconcile.”

So did Lauf stay for the 401K or bounce quicker than Jenny Sanford? Find out in’s new One Minute Mentor series for AvantGuild members.

Tell us your thoughts. Have you ever taken (or left) a gig only to regret it?

Media Beat: Jay Lauf: “Now Is the Time to Maintain The Morale of Your Team”

Before becoming vice president and publisher of The Atlantic, Jay Lauf helped Wired survive the dot-com bubble burst and grow into one of the most successful magazine brands. So, what’s his advice for others managing in tough times? Keep innovating, resist the urge to “whip-crack,” and most importantly, lead with confidence. Just because the rest of the publishing world is yelling that the sky is falling doesn’t mean you have to join them.

Part 2: Jay Lauf on The Atlantic‘s Ideal Writer

Part 3:  Jay Lauf Reflects on His Biggest Mistake

Partytime With The Atlantic


Last night, members of the New York media gathered to toast The Atlantic and the incredible year the publication — and its parent company — have had.

There was plenty to celebrate. This year, the title reported a 16 percent increase in advertising revenue, thanks to a 115 percent increase in digital revenue. Events and subscription revenues also saw a boost, with digital subscription revenues climbing 158 percent. What’s more, 2009 saw the launch of the company’s new digital property, The Atlantic Wire, as well as politics, business and food channels on

“We had such an incredible year,” publisher Jay Lauf told us last night.

And there were plenty of people on hand last night to celebrate that year with Lauf and The Atlantic‘s president Justin Smith, including Glynnis MacNicol and Rachel Sklar of, All Things D‘s Peter Kafka, John Carney of Silicon Alley Insider, New York Times reporter Brian Stelter and PRNewser editor Joe Ciarallo.

More pictures after the jump

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The Atlantic Becomes Latest Publication To Trumpet Digital Ad Sales Program

atlanbusy.pngIt’s a baffling recent development to receive daily press announcements from publishers that are “proudly introducing” a new digital ad structure or employee. We’ve seen the Meredith Corporation promote Andy Sareyan to “brand officer…in charge of online platforms“, Josh Stinchcomb and Alice McKown take over Conde Nast‘s new online advertising structure, and Chicago Tribune journalists writing about their own publisher’s new cross-platform ad sales group.

Today, The Atlantic joins the ranks of its print-and-web contemporaries with its hiring of Breda O’Reilly as digital ad manager, “during a period of vigorous online expansion and innovation.”

Why is this news? Traditionally, when print publications hire someone to oversee a sales force, there’s no press release, no giant blurb sent out to other publications. And when blogs like Gawker or TMZ hire ad people, there is likewise little hooplah. It’s only when print publishers (which have had such a hard time transitioning between the mega bucks of print ads and the scarce terrain of online media buyers) find someone to fill their digital ad sales spot that it’s cause for celebration. Because it proves that The Atlantic (or Conde Nast, or Meredith, etc.) has finally calculated how to turn their pageviews into cash.

We have to give credit to The Atlantic though for at least trying something new with their online content: When talking to publisher Jay Lauf two weeks ago on the Morning Media Menu, he spoke about The Atlantic Wire and the pitch to advertisers of intellectual readers as a specific marketing niche.

Related: The Atlantic Names Breda O’Reilly Digital Ad Manager

The Atlantic Publisher Jay Lauf Talks Digital Content And “Airport Cred” On The Menu


On this gloomy day in New York City, today’s Morning Media Menu podcast was brightened by a very special guest, Jay Lauf, publisher of The Atlantic.

Jay joined hosts Matt Van Hoven of AgencySpy and FishbowlNY editor Amanda Ernst (filling in for GalleyCat’s Jason Boog) to discuss the 152-year-old magazine’s decision to keep all its content online for free, the recently launched spin-off site The Atlantic Wire and selling a prestigious brand with intellectual cache to advertisers.

Amanda and Matt asked Jay to discuss whether readers are subscribing to The Atlantic more as a coffee table display instead of actually reading it. Jay said that prior to the magazine and Web sites redesign last year, there were a lot of focus groups conducted on the matter, and the company “actually found that the exact opposite was true.”

“A couple of the magazines that would be classified in our category of thought leadership, deep engagement, etc., what we found is that the readers of those magazines really wore them as a label, carried them through the airport facing outwards so that you can see that I’m a reader of ‘X’,” he added. “Whereas Atlantic readers were actually the ones who were deep dive reading but they didn’t care whether anybody knew whether they were reading or not.”

You can listen to past podcasts at

Related: Opinion Aggregator Atlantic Wire Launches