'Atlantic' turns first profit in decades

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Washington, D.C.—The Atlantic Media Co.'s The Atlantic said Thursday the brand posted a profit in 2010, the first time it had done so in “decades.”

“It hasn't been profitable in institutional memory,” a spokesperson said.

Driven by name bloggers such as Andrew Sullivan and Megan McArdle, The Atlantic saw its online revenue balloon by 70% in 2010 compared with the previous year. In the same time frame, print advertising increased 27% and overall advertising jumped 37%

New print advertisers last year included Samsung, Singapore Airlines and Xerox Corp. New digital advertisers included Goldman Sachs, IBM Corp. and Lockheed Martin Corp.

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