By Julia Smekalina, News Partnerships
Instant Articles first launched in the summer of 2015 with just a handful of publishers. The Atlantic, as one of the first nine, is among the platform’s longest tenured partners. During that time they’ve provided ongoing feedback on relative performance and have been a frequent beta tester for new features. More than two years later, The Atlantic remains committed to using the format as a core part of their distribution strategy.
The Atlantic has seen a year over year increase in mobile unique visitors of more than 40% and Instant Articles has been a significant part of that growth. “In the frantic world of publishing, we often expect to see immediate results or we move on. In the case of Instant Articles, the evolution has been slower than expected but the product has improved,” says Kimberly Lau, SVP of Digital and Head of Business Development at The Atlantic. “By staying with it and continuing to put resources into the partnership, we’re seeing increasing traffic and revenue. I think this is the result of the user behaviors evolving and the product evolving.”
By staying the course in some areas and tinkering with their strategy in others, The Atlantic has seen increases in revenue, traffic and newsletter signups coming from Instant Articles.