Associate Publisher, The Atlantic
The front-line leader of the integrated sales team, DiFilippo led the Atlantic to a second straight year of double-digit growth and helped bring print back.
Atlantic Media predicts another year of multi-million dollar profit in 2011, and so far indications are that the company is making all the right investments to ensure that growth. Felix DiFilippo, associate publisher, explains: â€śWe acquired the In Focus Blog, previously known as Big Picture, from Boston.com, and continue to invest in the Atlantic Wire. We brought on Alexis Madrigal, from Wired, and heâ€™s taken the tech channel to over a million unique viewers and doubled his Twitter followers in the six months that heâ€™s been here. And weâ€™ll continue these strategic investments in talent on the editorial side, to build our business.â€ť
The salespeople sell ads and sponsorships across all of The Atlantic offerings, and itâ€™s working out well, as DiFilippo explains, â€śThe top 70 percent of our advertisers buy integrated packages.â€ť
DiFilippo says why he believes The Atlantic is on track to continue their revenue growth: â€ťOur magazine has done very well, but we are really focused on scaling our digital business and seeking new revenues there. The Atlantic Wire will be a big investment for us in 2011. Weâ€™ve gotten better each year with monetizing our inventory, building out our core franchises like the Aspen Ideas event and the Brave Thinkers awards. Each year we`re introducing another one and weâ€™re getting better at selling these programs.â€ť
A key move for The Atlantic was to invest in talent, on both the editorial and the advertising sales sides. When the company decided to restructure around a digital-first strategy, it needed to build a marketing services operation, expand live events and maintain a relentless focus on hiring top talent.
That talent hunt continues. â€śThe company aggressively seeks people with the right mindset, and that continues to be the case for us this year,â€ť says DiFilippo. â€śItâ€™s less about experience nowâ€¦ weâ€™re at a point where we changing so much about what we do that Iâ€™d rather have younger and more curious salespeople. That doesnâ€™t mean you have to be a fresh-out-of-school digital native, just that you`re actively thinking about whatâ€™s next.â€ť
VITAL STATS: In 2010, online traffic grew 34 percent, with TheAtlantic.com and TheAtlanticWire drove a monthly average of 5 million unique visitors.