The 154-year-old publication, founded by Ralph Waldo Emerson, now makes more revenue from digital ad revenue than print ad revenue.
According to The New York Times, it is rare for any magazine publisher to do this and The Atlantic is the first major publication to pull in a “bulk of its advertising revenue from online resources.”
The magazine expects to make $18.6 million from advertising revenue. However, its October issue did sell more ads than any other issue since 1999. This however, does not reflect the magazine industry as a whole.
Additionally, The Wall Street Journal reports “the number of ad pages in monthly publications declined 6.8% in the fourth quarter from a year earlier.”
The revenue trends for the past three years are as follows: 2009, -20%; 2010, +4%; 2011, -3%. Or as Gawker puts it: “A crash, a peek of hope, and then a retreat” as reality sets in.