The search for the "hybrid" model of print and online has been elusive for some, but The Atlantic magazine seems to have found the sweet spot. It is reporting that advertising revenues in both digital and print were up in the third quarter, with overall ad revenues up 19%. Digital was up 41% and print up 3%.
Jay Lauf, VP and publisher of The Atlantic, said the publication is finally starting to see significant revenue from mobile advertising as well. Ads for its iPhone and iPad apps accounted for 2% of overall digital ad revenue in the third quarter, a figure Lauf expects to increase in 2012.
Unique visitor traffic on its three web-based properties, TheAtlantic.com, TheAtlanticWire.com and the recently launched TheAtlanticCities.com is up to 10 million per month, more than double the number of visitors it was bringing in on average a year ago.Of course it helps to produce a great magazine and excellent online content.