The Atlantic finds quality editorial pays off in higher traffic and revenue

Quality editorial content is a big driver of online success, according to the vice-president and publisher of The Atlantic and TheAtlantic.com. Jay Lauf announced that the magazine's website set new traffic and revenue records in the first half of 2010, according to a post on eMedia Vitals.

"A lot of people give lip service to that kind of thing but it's really at the heart of everything we do,” he says.

TheAtlantic.com generated 4.2 million unique visitors and since the website's redesign launched in February has seen its audience grow by 25%. It had a 166% increase in ad revenue, attributed largely to a custom ad strategy. Although revenues from mobile advertising accounts for less than 1% of digital revenue for the site,Lauf says that the publisher remains committed to new platforms.

"We are putting resources behind developing applications and just making sure that we are going to be on every platform,” he says. "I don't think you're going to find moss gathering on The Atlantic."