The Atlantic Beefs Up Its Video Department

Kasia Cieplak-Mayr von Baldegg

Kasia Cieplak-Mayr von Baldegg

The Atlantic digital is promoting Kasia Cieplak-Mayr von Baldegg to executive producer for Atlantic video. Bob Cohn, editor of Atlantic Digital, sent an email announcement this morning.

Ms. von Baldegg came to The Atlantic in 2011 to launch their video channel, where she has been a senior associate editor, from advertising start-up Urgent Content,  where she developed nonfiction TV and web campaign. Ms. von Baldegg had been a producer at Current TV and studied filmmaking and digital media at Harvard. 

“In the last two years, she has shown there’s a space for web video that is smart and fun, thanks to her eye for curation and her flair both behind the camera and in the editing chair,” Mr. Cohn wrote.

Like most media companies, TheAtlantic.com is betting on their video channel. According to Mr. Cohn, the channel has posted nearly 1,000 videos in the past two years (some original, many more licensed from the Internet) and will be staffing up over the spring and summer.

“The experience has proven this basic proposition: Compelling video with an Atlantic sensibility will attract both viewers and advertisers,” Mr. Cohn wrote.

Certainly seems like that basic proposition is one that many outlets are willing to bet on.

Full memo below:

Nearly two years ago, Kasia Cieplak-Mayr von Baldegg joined us to launch and run a video channel on TheAtlantic.com. Since then, we have posted about a thousand videos to the site – some of them original pieces shot/produced/edited by Kasia or Jennie Rothenberg Gritz; most of them works by others that Kasia finds by sifting the Internet and then licensing (when possible) what’s right for us. It’s an arduous process that has been a big success.

The experience has proven this basic proposition: Compelling video with an Atlantic sensibility will attract both viewers and advertisers.

As a result, we are excited to announce that Kasia is taking on a new role as Executive Producer, Atlantic Video. Kasia is the ideal person to lead our new efforts. Prior to coming to The Atlantic in 2011, she developed nonfiction TV and web campaigns at advertising start-up Urgent Content, worked as a producer at Current TV, and studied filmmaking and digital media at Harvard. In the last two years, she has shown there’s a space for web video that is smart and fun, thanks to her eye for curation and her flair both behind the camera and in the editing chair.

In her new role, Kasia will oversee a team of producers, editors, and curators. They’ll build our inventory through a combination of original pieces, licensed works, and partner content from other video operations. Kasia will also be working with channel editors to seed video content across the site, and with Gabriel and Sommer to think through video on the Wire and Cities.

We’ll be hiring for this team during the spring and summer.  The group will report jointly to Kim [Lau] and Bob [Cohn].

Please join us in congratulating Kasia as she takes The Atlantic further into the future.