{"id":640937,"date":"2013-02-01T12:16:42","date_gmt":"2013-02-01T17:16:42","guid":{"rendered":"http:\/\/paidcontent.org\/?p=223986"},"modified":"2013-02-01T12:16:42","modified_gmt":"2013-02-01T17:16:42","slug":"watch-out-atlantic-the-new-yorker-is-gunning-for-you","status":"publish","type":"post","link":"https:\/\/mereja.media\/index\/640937","title":{"rendered":"Watch out, Atlantic \u2014 the New Yorker is gunning for you"},"content":{"rendered":"

We\u2019ve argued before, The Atlantic<\/em> is one of the traditional media players that is most<\/a> worth paying attention to when it comes to the ongoing disruptive effects of the web \u2014 the venerable magazine has managed to turn itself around financially because of smart moves on the digital side, although those haven\u2019t come without some mis-steps. Now Conde Nast\u2019s New Yorker<\/em> seems to be headed in the same direction, according to comments made by online editor<\/a> Nick Thompson to Ad Week<\/em>, including an expansion of its online presence driven in part by a former BuzzFeed staffer.<\/p>\n

Thompson said he wants to \u201cdramatically expand\u201d the number of blog posts that the site carries with the upcoming launch of a Science and Tech section, which will feature contributions from magazine regulars<\/a> like Columbia law professor Tim Wu and author Ken Auletta as well as new writers. One of those new writers is former BuzzFeed staffer Matt Buchanan, who announced his move to the magazine<\/a> on Wednesday:<\/p>\n

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Thanks everyone! I’m going to miss @buzzfeedben<\/a> and @jwherrman<\/a> BUZZFEED a lot, but I’m preeeetttty excited to be going to the New Yorker.<\/p>\n

\u2014
matt buchanan (@mattbuchanan) January 30, 2013<\/a><\/p><\/blockquote>\n

Until now, The Atlantic<\/em> has been the poster child for the brainy traditional magazine that has succeeded at the new digital-media game. Owner David Bradley and president Justin Smith gambled heavily on an online strategy<\/a> \u2014 one that included hiring strong writers like Alexis Madrigal and Ta-Nehisi Coates, among others, and online-first properties like Atlantic Cities. <\/p>\n

These and other moves have driven large amounts of traffic, and also boosted digital revenues to the point where they now exceed print (Note<\/strong>: We\u2019re going to be talking with Justin Smith about these and other topics at our paidContent Live<\/a> media conference in New York on April 17).<\/p>\n

The magazine has also put a substantial amount of resources into the new arena of \u201csponsored content\u201d as a replacement for traditional advertising, although that has not come without controversy<\/a>: a recent sponsored feature on the Church of Scientology drew a substantial amount of criticism, and the magazine said it has re-evaluated<\/a> the way it handles such content as a result. <\/p>\n

The Atlantic<\/em>\u2018s moves have made others such as Time Inc. (which is facing some major cutbacks<\/a>) look like they are stuck in neutral. Only Forbes<\/em> has arguably equalled the Atlantic<\/em>\u2018s progress, with initiatives like its \u201cBrand Voice\u201d platform (chief product officer Lewis D\u2019Vorkin will also be joining us at paidContent Live<\/a>). Now it seems that both could be facing some competition from the New Yorker<\/em>, which is encouraging to see.<\/p>\n

Image courtesy<\/a> of Flickr user Rebecca Chatfield<\/a><\/em><\/p>\n

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