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On The Atlantic’s Redesign

By posted at 3:57 am on October 24, 2008 1

In early 2002, the mogul for whom I worked began reimagining his prize property, The Atlantic Monthly. For a few weeks, I and other David Bradley employees at The Advisory Board Company received emails asking how The Atlantic might be improved. Would expanded political coverage make us more likely to subscribe? How about an expanded travel section? And: Could we recommend a witty British essayist to round out the list of contributors? (I’m pleased to say I botched this last question, and so can claim no credit for Christopher Hitchens.)

Indeed, for a while, I wanted nothing to do with The Atlantic at all. Though the changes inaugurated that year improved the circulation numbers, they seemed to me to damage The Atlantic’s brand. The palpable rightward lurch; the proliferation of infographics, polls, and lifestyle coverage for the country-club set; and especially the breathless editorial hooks – “Is Google Making Us Stupid?” “Was Rumsfeld Right?” “Is Feminism Bad for Women?” – had made this intellectual institution everything it once wasn’t. While reading an article pegged to season five of The Wire, I could practically hear cut-and-paste mouseclicks turning good reporting into vacuous bloviating. (The Wire’s chief offense? It’s fiction!)

It was around this point that I began to toy with an essay called, “Is The Atlantic Monthly the Death of Journalism?”

The most telling weakness of The Atlantic circa 2005 – 2007, I would have argued, was the way that it had assimilated in print form a quality conventional wisdom assigns to online writing: i.e., an instinct to manufacture controversy, at the expense of common sense. This pseudo-blogginess was on vivid display in the magazine’s letters section, wherein master sophists such as Caitlin Flanagan hectored any reader who dared to point out the tendentiousness of their logic.

Even as the editorial standards of the print magazine slipped, however, a stealthy inversion was happening on the magazine’s blogs, whose readership numbers soon eclipsed newsstand sales. Marc Ambinder sought some middle ground in our contentious political discourse. James Fallows and Clive Crook, freed from their editorial overlords, offered thoughtful feuilletons. And even as Ross Douthat and I got into a mini-contretemps about presidential fiction, I came to admire the high standards of logos and ethos he brought to that mire of pathos, the Internet.

Now, with a new design and a new slogan, the print and online arms of The Atlantic have perhaps reached some happy accommodation. The current print issue reveals the virtues of editorial patience; Hannah Rosin’s piece on transgender juveniles, in particular, is a model of probity. By far the most interesting aspect of the redesign, however, can be found on the web. The new version of www.theatlantic.com sports a svelte and user-friendly index of the magazine’s blog offerings (a.k.a. “Voices”). Moreover, the central panel of the homepage features a rotating selection of current content, making no distinction between print and online provenance. It’s a credit to The Atlantic’s intrepid bloggers – and a nod to the possibilities of the blog as a medium – that readers won’t miss the distinction.

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One Response to “On The Atlantic’s Redesign”

  1. Anonymous
    at 5:56 pm on October 27, 2008

    very good reading.
    well done

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