Keeping A Brand Fresh In Its Third Century
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Hayley Romer, SVP and Publisher
Transcript of Keeping A Brand Fresh In Its Third Century
Hayley Romer, SVP and Publisher
ABRAHAM LINCOLN
“The Election in November”
1860
HILLARY CLINTON
“Against Donald Trump”
2016
LYNDON B. JOHNSON
“The 1964 Election”
1964
1800s1900s2000s
How three endorsements over three centuries represent The Atlantic brand
An unwavering commitment to challenge and explore the day’s most important ideas
OUR POINT OF DIFFERENTIATION:Q AQUESTION ANSWERS
2016
1857
The Atlantic MonthlyEst. 1857
The Evolution of The Atlantic
Digital Is Now Our Key Revenue Maker
2011
50/50Print Digital
2016
20/80Print Digital
OUR PHILOSOPHY:
AUDIENCE FIRST
Desktop Mobile Web Facebook Instant Articles
Google AMP
FOCUS ON AUDIENCE FIRST
Know Where They’re Consuming ContentPrint
FOCUS ON AUDIENCE FIRST
Know the Formats They Prefer
Animated Video Debate Live Blog Facebook Live
360° Video
FOCUS ON AUDIENCE FIRST
Delivering provocative, inspiring ideas through editorial and custom channels
Evolution of Branded Content
Native in sensibility and format
Re:think, our nameand philosophy
New competitive set
Evolution of Storytelling
DigitalMobile
Video
Sales MarketingClient
Legacy Media Organization
Marketing
Sales
Client Direct
Programmatic
Direct Programmatic
Ad Operations
Modern Media Organization
Strategy BrandData & Insights
Client Services
Content DesignAd
ProductAudience
Dev.
An unwavering commitment to challenge and explore the day’s most important ideas
