• Adweek, Wednesday, May 15, 2013 10:27 AM

The 156-year-old magazine publishing company best known for award-winning literary and cultural journalism, continues to diversify with new flanker publishing brands, and it may be hard to defend its latest diversification. It’s into defense. Specifically, Defense One, a new “digital first” publication aimed at the national security community. If someone understands the affinity with The Atlantic’s core brand, please let me know what it is. Don’t get me wrong, defense industry publishing is a nice and lucrative niche. Just ask McGraw-Hill, publisher of Aviation Week & Space Technology, or Jane’s Defense Weekly. But from the folks who brought us Longellow and Emerson?

Read the whole story at Adweek »