Nearly two years after Atlantic Media Company suspended plans for a business site, the company is back at it with nothing less that what Justin Smith calls ?our most important new launch since The Atlantic Monthly in 1857.? This version, planned for later this year, will focus on global business with Kevin Delaney as editor-in-chief.
Delaney, a star at the Wall Street Journal, left as managing editor of The Wall Street Journal (NSDQ: NWS) Online to lead the new venture, which will be based in New York rather than Atlantic?s Washington DC headquarters.
The premise/promise: a ?digital-first brand??to ?provide high-quality content and services to business executives navigating the increasingly complex global economy.? Offices are planned in Asia and Europe. (The announcement, posted below, comes just ahead of the World Economic Forum in Davos.)
The last time Atlantic went in this direction, the effort was headed by Slate founder Michael Kinsley, who is a brilliant editor but lacked a business background. The launch was delayed multiple times before Kinsley left and Atlantic finally admitted in mid-2010 that it was suspending efforts.
SEE ALSO: The Atlantic Now Gets 'More Than Half' Of Its Ad Revenues From Digital
Atlantic Media was formed by David Bradley in 1999 after the National Journal Group owner acquired the venerable Atlantic. The magazine?s digital expansion and financial turnaround under Bradley and Smith has attracted considerable attention.
They?ve been searching for ways to expand. This is a potentially lucrative area and tackling it without the costs of print attached could pay off; the lack of print doesn?t make it an inexpensive start-up proposition, though.
I?m not sure I see a stunning need for another business leadership publication but I look forward to being proven wrong.
Posted In: Companies, News Corp., Dow Jones, Wall Street Journal, Countries, Europe, Asia, atlantic media group, justin smith, kevin delaney
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