The document discusses the evolution of The Atlantic magazine from its founding in 1857 to the present day. It highlights how The Atlantic has endorsed presidential candidates over different eras, from Abraham Lincoln in 1860 to Hillary Clinton in 2016, representing the brand over centuries. It also outlines how The Atlantic has adapted to changes in media consumption by shifting to prioritize digital and mobile formats over print and embracing new technologies, storytelling styles, and revenue sources, while maintaining its commitment to providing provocative ideas.

1. Hayley Romer, SVP and Publisher

2. ABRAHAM LINCOLN
“The Election in
November”
1860
HILLARY CLINTON
“Against Donald
Trump”
2016
LYNDON B. JOHNSON
“The 1964
Election”
1964

3. 1800s
1900s
2000s
How three endorsements
over three centuries
represent The Atlantic brand

4. An unwavering commitment
to challenge and explore the
day’s most important ideas

5. OUR POINT OF DIFFERENTIATION:
Q AQUESTION ANSWERS

6. 2016
1857
The Atlantic Monthly
Est. 1857
The Evolution of The Atlantic

7. Digital Is Now Our Key Revenue Maker
2011
50/50Print Digital
2016
20/80Print Digital

8. OUR PHILOSOPHY:
AUDIENCE FIRST

9. Desktop Mobile Web Facebook
Instant Articles
Google AMP
FOCUS ON AUDIENCE FIRST
Know Where They’re Consuming Content
Print

10. FOCUS ON AUDIENCE FIRST
Know the Formats They Prefer
Animated Video Debate Live Blog Facebook Live
360° Video

11. FOCUS ON AUDIENCE FIRST
Delivering provocative,
inspiring ideas through
editorial and custom
channels

12. Evolution of Branded Content
Native in sensibility and format
Re:think, our name
and philosophy
New competitive set

13. Evolution of Storytelling
Print
Digital
Mobile
Video

15. Sales MarketingClient
Legacy Media Organization

16. Marketing
Sales
Client Direct
Programmatic
Direct Programmatic
Ad Operations
Modern Media Organization
Strategy Brand
Data &
Insights
Client
Services
Content Design
Ad
Product
Audience
Dev.

17. An unwavering commitment
to challenge and explore the
day’s most important ideas