The pieces are slowly coming together for Atlantic Media’s business vertical, which is launching later this year. Kevin Delaney and Zach Seward came aboard in January and February respectively, and now Chris Batty, a former veteran of Gawker Media, has been named Publisher of the business venture.
Batty tells Ad Age that the new site will take aim at two lofty brands. “We’re still doing our deep dive on our brand DNA but it’s not going to be something that people recognize as totally foreign from The Atlantic,” Batty explains. “It will have extremely high-quality content and advertising programming. The brand is global — it’s really a run at the space at The Economist and The Financial Times currently occupy.”
Might as well aim high, right?