Monday, December 13, 2010

The Atlantic Turns a Profit, With an Eye on the Web - NYTimes.com

I suspect this strategy will not be readily replicable; The Atlantic has some unique attributes

“We imagined ourselves as a venture-capital-backed start-up in Silicon Valley whose mission was to attack and disrupt The Atlantic,” said Justin B. Smith, president of the Atlantic Media Company, who arrived at the magazine’s offices in the Watergate complex in 2007 with a mission to stanch the red ink. “In essence, we brainstormed the question, ‘What would we do if the goal was to aggressively cannibalize ourselves?’ ”

What that meant more than anything else was forcing one of the nation’s oldest magazines to stop thinking of itself as a printed product.

The Atlantic Turns a Profit, With an Eye on the Web - NYTimes.com

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