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"Atlantic Media is continuing to deliver on its ambitions of becoming a global, multi-brand digital media company with a new brand, Defense One, that will launch later this summer. It is the company's sixth brand and second digital-first publication, following the launch of business title Quartz last September.\nDefense One pledges to deliver \"high-quality news and analysis to defense leaders and stakeholders navigating the unprecedented transformation of U.S. defense strategy and operations,\" per a statement from Atlantic Media. The company is targeting the 60,000 \"senior-level\" Department of Defense officials who already subscribe to its other publications, Government Executive and Nextgov, as well as contractors, think tanks, members of Congress and others in the national security community.\nThe publication pledges to focus on the future, covering four trends in particular: budget uncertainty, emerging national security frontiers, new management paradigms and emerging technologies. It will compete with a smattering of trade publications as well as Politico's and Business Insider's defense verticals, among others.\nA spokesperson for Atlantic Media says the company \"may be getting close\" to hiring an editor. The size of its staff will be similar to Quartz's \u2014 about 18 to 20 working on content and production, Tim Hartman, president of the Government Executive Media Group, told Nieman Journalism Lab columnist Ken Doctor.\nThe website launching this summer is optimized for desktop, tablet and mobile devices. Native apps for iPhone and Android apps, as well as an events platform, are scheduled to launch in the fall. A dedicated e-book series is planned for release before the end of the year, the company said.\nThe publication is ad-supported and free to access. \"Because it\u2019s [an audience] niche that\u2019s very valuable, the advertising pricing is generous and has not depreciated along with mass general advertising,\" Atlantic Media President Justin Smith explained to Adweek.\nThe company is, however, exploring paid options elsewhere. In a phone call Monday, Scott Havens, president of The Atlantic, told Mashable he has a \"whole team\" exploring paid content opportunities around archival content, new content and e-books. About 25% of the company's revenue currently comes from paid content, a figure Havens said he'd like to move towards 50% so that the business would be more stable through \"quiet months\" and economic recessions.\nScreenshot courtesy of Defense One."^^<http://www.w3.org/2001/XMLSchema#string>
<http://mashable.com/2013/05/14/atlantic-media-defense-one/>