The Atlantic

Profile: Ross Andersen, The Atlantic

What do you do when a publication has a monthly print-web audience of 40 million? If you’re in tech PR, you pitch it. When approaching The Atlantic, you’ll need the touch of a gem cutter. The 160-year-old publication doesn’t see vendors as newsmakers.

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Profile: Adrienne LaFrance, The Atlantic

Adrienne LaFrance, staff writer for The Atlantic covering tech, never worked in the trades. She never cranked out three stories a day. Adrienne once worked as an investigative reporter in Hawaii and reported for Boston University’s WBUR. She knows “story” crafted from the ground up.

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Profile: Alexis Madrigal, The Atlantic

Alexis Madrigal is back at The Atlantic after 30 months at Fusion. He’ll be covering “technology, science, business and trade,” which for PR pros may sound more promising than it is. Alexis has returned to explore the role of technology in global trade. This in theory includes supply chains, SaaS and the usual B2B suspects.

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Profile: Vauhini Vara, freelancer

Vauhini Vara is not your typical "target." You may remember her as among the first Wall Street Journal reporters to cover Facebook and Twitter. In 2008 she left WSJ for the University of Iowa and a Master's Degree in creative writing. In 2013 she launched the Currency blog at NewYorker.com and oversaw the site's business section.

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Media's New Games: Attention, Engagement

In simpler times, consumer titles, business titles, trades and verticals comprised the entirety of media. Editors and publishers researched their audience and served it. Today a subtler framework is emerging that over time will change how PR shapes pitches and woos influencers. Successful publishers today produce either attention products or engagement products -- or both in tandem.

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Fusion: The Grand Experiment

“Fusion is the most ambitious experiment happening in media right now, and I just wanted to be a part of it." -- Kevin Roose as quoted in Re/code, Oct. 31, 2014

Fusion isn't yet a media brand your clients and bosses will ask about. Yet now is the time to grasp it. Today's most inspired Americans are millennial and multicultural. What media brand will stake its claim as this generation's cornerstone media brand, as Rolling Stone was in the '70s and MTV was in the '80s? Univision and ABC Television want it to be Fusion.

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Journalists are leaving media brands every week. Read the fruits of 16 confidential interviews with journalists now working at tech brands or PR agencies, and five interviews with the executives who hired these journalists.

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Fri, 2014-10-24 07:04

Maybe so, says (SWMS subscriber) Edelman's Steve Rubel. Quoted by DM News, Steve worries that if 50 percent of content is consumed... Read more

Tue, 2014-10-21 08:05

Though he is damn near synonymous with data journalism, Nate Silver is still having a hard time launching FiveThirtyEight at ESPN.... Read more

Thu, 2014-10-09 06:14

... and the headline ended with ...That May Surprise You. A great click-bait technique. Well, the things didn't surprise us and they won't surprise... Read more

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