Advertising has plummeted for most publications (although, of course, she noted modestly, the Atlantic actually recently enjoyed its best ad month ever).
What McArdle doesn't say:
Coming off a difficult first half that saw ad pages slide 24.6 percent compared to the same period last year, The Atlantic said its July-August "Ideas” issue, on newsstands now, pulled in the most ad revenue of any issue in the magazine’s history.
The Atlantic has always lost money.
Atlantic Media is a private company and profitable, thanks to the National Journal, a political publication with a Capitol Hill readership, which commands subscription fees of $1,600 a year. The Atlantic, with a circulation around 400,000, is known for its lengthy original reports that run to thousands of words. It has lost $12 million in its worst years under Bradley but should lose less than $5 million this year , he said.
The economy is much worse now than in 2007, which no doubt is why ad revenues are down almost 25%. McArdle might want to rethink her immodesty.