This presentation was given by Atlantic Media Strategies at ComNet15, The Communications Network’s 2015 annual conference.
The explosive growth of mobile and social platforms has transformed how we find, read, and share. For brands, it’s not enough to put stories or research “out there” and expect an audience to assemble. Applying lessons from Atlantic Media’s award-winning properties (The Atlantic, Quartz, CityLab, National Journal, Government Executive) and the wider web, Jean Ellen Cowgill discusses the art of planning, crafting and promoting stories to capture and keep the attention of modern audiences.
If you’d like to learn more from Atlantic Media Strategies, check out our webinar replay, Lessons from The Atlantic: Bridging the Curiosity Gap. Motivational Profiles can help you create strategies and content tailored to appeal to people according to their hopes and values, personality types, communication styles, and other attributes.
The Atlantic has been a long-admired and influential magazine, but with the advent of the internet and the arrival of social media, it has had to adapt.

Think about the people your organization is targeting or trying to serve when building a communications strategy. Amplify your reach by using social media to engage with influentials on the subjects you work on. The presentation was part of the pre-conference workshop, The Art of the Social Blockbuster: Building Audience on Today’s Web. To build audience in this environment, organizations must align their content and distribution efforts with the habits and fascinations of the modern reader. After viewing this presentation, you will walk away with a clear understanding of modern reader mindsets, effective content strategies, and proven tactics for growing audience and engagement.
But the term “audience” can be misleading when it suggests a monolithic group of people who see things the same way — that’s rarely the case.
In doing so, it has thrived, and its website has become one of the most-visited sites on the web.

Incorporating their thoughts and voices into your plan from the beginning can make all the difference. Take advantage of opportunities to host meetups, events, and conferences to reinforce virtual ties. It’s important to have a goal in mind and use metrics that are specifically related to what you want to achieve.

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