New York Times business reporter David Carr just profiled the long-form nonfiction publication, The Atavist. Back in January, we interviewed co-founding editor Evan Ratliff about his innovative app for digital readers.

Here’s more from Carr: “One executive from a major publisher, who declined to speak for attribution because the company is in the midst of negotiations with The Atavist, all but wolf-whistled when I called. ‘It’s almost unbelievable that these three guys came up with something so spectacular,’ he said. ‘This is something we are all working on, and the solution that they came up with both in terms of the reader experience and the production is really remarkable.’”

During our long interview, Ratliff offered advice for publishers and authors looking to explore Amazon’s Singles program. He also told authors how to pitch his new publication.