Mag Bag: 'Atlantic' Sets Digital Records, increased 28% In October

Atlantic Sets Digital Records

The Atlantic had a record-breaking month online in October, reporting all-time highs in digital traffic and digital advertising, the magazine publisher announced this week.

Digital ad revenues increased 28% in October 2012 compared to October 2011, and are up 34% for the year-to-date; the strong October advertising results are due in part to nine custom advertising campaigns across the digital properties of The Atlantic, including brands like Bank of America, Fidelity, IBM, Mercedes-Benz, and Shell. For the full year the company projects a 33% increase in digital ad sales, and says it is on track for a third consecutive year of profitability.

Meanwhile, traffic to and increased to 12.5 million and 4 million unique visitors, respectively. That represents an increase of 45% at and 114% at  TheAtlanticCities.comincreased 197% to 917,000 unique visitors in October -- it’s second-best monthly performance.



Taking advantage of its digital momentum, last week The Atlantic announced the launch of a new online channel, The Sexes, which will “explore how the changing balance of power between men and women is transforming society.” No surprise, contributors will include Anne-Marie Slaughter, who penned the now-famous July-August 2012 cover story, “Why Women Still Can’t Have It All."

Blurb Simplifies Print-on-Demand Publishing

Small publishers have always had to contend with a number of issues when dealing with commercial printers, including the higher per-unit cost of small-scale print runs and minimum order requirements. Blurb, which operates an Internet-based print publishing platform, is trying to help small publishers surmount these issues with two new on-demand print services for magazines and brochures. Blurb’s magazine and brochure-printing services, available via an Adobe InDesign plug-in, allow publishers to print low-volume orders with a turnaround of one week, according to the company, resulting in lower development and storage costs and more efficient inventory management. Blurb founder and CEO Eileen Gittins observed: “Our new magazine offering is perfect for the short, ‘bursty’ way that people create and consume content today.” The company’s magazine offerings allow small publishers to create perfect-bound publications ranging in length from 20 to 240 pages. The format can also be converted to digital versions including eBooks or PDFs. 

Better Homes and Gardens, Launch Pinterest Sweepstakes

Two of Meredith Corp.’s flagship brands, Better Homes and Gardens and, are partnering for a Pinterest sweepstakes supported by Campbell’s Soups, according to Folio, which reported the news earlier this week. The “Best Thanksgiving Ever” sweepstakes invites Pinterest users to create Pinterest boards using photos from BHG or showing their favorite aspects of the holiday, for a chance to win up to $5,000.

Time Inc. Digital Subs Come to Kindle Fire

Time Inc. is making digital subscriptions for all 20 of its consumer magazine titles available for Amazon’s Kindle Fire, the publisher announced this week; the Kindle Fire editions are specially designed for the device. The list of Time Inc. publications coming to the Kindle Fire include Time, People, Cooking Light, Entertainment Weekly, InStyle, Sports Illustrated, Fortune, Essence, All You, Southern Living, Money, and Coastal Living, among others. Kindle Fire users can sample any of these publications by signing up for 30-day free trials

Wired Appoints Rapp, Maiorana

Not long after long-time Editor in Chief Chris Anderson announced he is stepping down, Wired magazine revealed several executive appointments. Stephanie Rapp was named executive director for integrated sales, where she will be responsible for overall development of the magazine’s sales strategy and the daily management of sales efforts across its print, digital, and tablet channels. Andrew Maiorana has been promoted to general manager, advertising, where he will be responsible for identifying and promoting new and innovative sales opportunities; he previously served as Wired’s integrated advertising director.



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