That new business vertical that the Atlantic Media Company has been hyping for the last several months finally has a name: Quartz. Why Quartz? According to a press release, Atlantic picked that name because it “embodies the new brand’s essential character: global, disruptive, and digital.” Also, apparently Q and Z are the two least used letters of the English language, making the site’s address — QZ.com — easy to remember for people who can’t grasp words with more than two letters.
“We’re making great progress in our efforts to build a new kind of business news venture,” said Kevin Delaney, the site’s Editor-in-Chief. “We named it Quartz after the mineral that’s a key component of tectonic shifts. We see the present world of business undergoing a seminal shift — and Quartz will be there, providing the leaders of this new global economy with the information they need.”
Quartz still has no launch date, so until we find that out, feel free to irrationally criticize or passionately praise the name.