Overall ad revenues increased 19% compared to the same period last year. Digital ad revenue was up a full 41% and print increased 3%. The latter figure might seem unimpressive until you consider that print revenues were down 10.4% at the New York Times Company in the same quarter. The newspaper's new digital paywall, however, did help it turn a profit in the third quarter.
Jay Lauf, VP and publisher of The Atlantic, said the publication is finally starting to see significant revenue from mobile advertising as well. Ads for its iPhone and iPad apps accounted for 2% of overall digital ad revenue in the third quarter, a figure Lauf expects to increase in 2012.
Unique visitor traffic on its three web-based properties, TheAtlantic.com, TheAtlanticWire.com and the recently launched TheAtlanticCities.com is up to 10 million per month, more than double the number of visitors it was bringing in on average a year ago.
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