The Atlantic thrived through Trump and the pandemic. The future is harder.
Atlantic Faces Losses as Subscriptions Slow:
Despite a "substantial" subscription surge in 2020, The Atlantic "lost more than $20 million and [is] on track to lose another $10 million this year," according to slides of a presentation by CEO Nicholas Thompson shared with Dylan Byers of NBC News. However, Thompson believes that the magazine is on track to attain profitability in 2023, whereupon every staff member will receive "$10,000 or a 10 percent salary bonus" in recognition of their work. "We did four years of business last year," said Jeffrey Goldberg, The Atlantic's editor-in-chief and a past Pulitzer juror. "One of the core challenges is, how do we keep all those new subscribers?" Byers added that philanthropist Laurene Powell Jobs (who purchased a majority stake in the magazine four years ago through her Emerson Collective organization) "did not buy The Atlantic as a philanthropic endeavor" and isn't willing to cover losses beyond a certain window. "I've said many times that Laurene and Emerson Collective both have strategic patience and have made the support of quality journalism their main goal here, but that they also believe that readers will pay for high-quality journalism," said Goldberg. "They expect The Atlantic, a maker of high-quality journalism, to become profitable over time. I think Laurene is an excellent owner who is in this for the long run."