With Strong Wind at The Atlantic’s Back, Site Tacks to Technology

More good news out of The Atlantic today. David Bradley’s flagship announced that traffic on TheAtlantic.com has reached an all-time high, with 4.2 million uniques in June. The numbers haven’t been that good since the 2008 elections.

The site has also grabbed Alex Madigral, most recently of Wired, to oversee a new technology vertical. The Atlantic was previously working on the launch of a business site, but that ran agound in May after Michael Kinsley jumped ship. That bad news came just one day after The Atlantic‘s last press blast, which bragged of a projected 155% increase in online revenue for the first half of 2010. Mr. Bradley told The Observer earlier in the spring that The Atlantic’s website was performing at the “farthest reach of my imagination.”

The company’s largest undertaking remains the launch of the relaunch of the National Journal in the coming months.

Here’s the release:

TheAtlantic.com Set Traffic and Revenue Records in First Half 2010;

Names Alexis Madrigal to Helm New Tech Channel

Washington, DC and New York, NY (July 6, 2010) – Continuing its run of digital successes, The Atlantic closes the first half of 2010 with new traffic and revenue records.  For the month of June, TheAtlantic.com generated 4.2 million unique visitors-the highest level since the 2008 Presidential elections.  Launched in September 2009, sister site The Atlantic Wire reported almost a million unique visitors in June-a 20% increase from the previous month.  

For the first six months of 2010, TheAtlantic.com and TheAtlanticWire.com reported a 166% increase in ad revenue compared with the same period in 2009, fueled by integrated programs such as the Ideas and Future of the City franchises, as well as custom executions for clients including Cathay Pacific, Liberty Mutual, Nissan LEAF and HP.

“TheAtlantic.com’s dynamic opinion and analysis resonates with smart, influential readers, as well as advertisers seeking to engage them in new ways,” said Jay Lauf, vp and publisher, The Atlantic and TheAtlantic.com. “We’re looking ahead to an equally strong second half as we continue to enhance our offerings and provide a valuable platform across so many advertising categories.”

TheAtlantic.com has enjoyed a steady growth trajectory since the second half of 2009.  Since its February redesign, the site’s audience has grown by 25%.

Setting the stage for continued growth in the second half of 2010, TheAtlantic.com recently tapped acclaimed blogger and journalist Alexis Madrigal as senior editor, overseeing the site’s forthcoming Tech Channel.  Most recently staff writer at Wired.com, Madrigal was the lead on the hugely successful Wired Science blog and is the author of Inventing Green, a history of clean technology due out in spring 2011.

“From Vannevar Bush’s presaging of the Internet and James Fallows’ early writings about PCs to Nicholas Carr’s essay on how Google affects our brains, The Atlantic has long explored the ways technology and innovation shape our world,” said Bob Cohn, editorial director, Atlantic Digital.  “Alexis’ curiosity, range, and entrepreneurial spirit are a natural fit for The Atlantic, and will be great assets as we expand on our heritage of technology coverage.”

With Strong Wind at The Atlantic’s Back, Site Tacks to Technology