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The Atlantic spins off its in-house agency, Atlantic 57 — digiday.com

In a move designed to clarify its position in the marketplace and build revenue, The Atlantic's content studio, Atlantic 57, is to be re-branded Long Dash and spun out into its own division within Atlantic Media.

Founded in 2013, Atlantic 57 started out as a consultancy, then grew into content creation, distribution and editorial strategy. In 2019, The Atlantic acquired Faire Design — its first acquisition in 163 years. Kate Watts, who came to the business with the Faire acquisition, will become Long Dash's CEO.

Industry Dive's Sean Griffey reckons the separation is a mistake, foregoing media company advantages including data and audiences. "It's just another agency as a standalone," he tweeted. But the agency has been working more with Fortune 500 clients compared to The Atlantic's traditional non-profit client base: "It’s hard to scale on that alone,” Watts told Digiday.

Youngest ever Reach editor takes publisher into Norfolk and Suffolk — www.pressgazette.co.uk

Just 23, Abigail Rabbett plans to use her age to her advantage as launch editor of Reach's Norfolk Live and Suffolk Live sites. She says she's “closer to the zeitgeist” and “not bound by traditional methods of journalism”. That has to be a plus for Reach as they try to re-invigorate their local news sites. Please come and talk to us on the podcast once you're settled in Abigail.

Stuff owner gifts 10% of company to staff — www.stuff.co.nz

This is another great development from Stuff in New Zealand. After saving the company last year, buying it from Australia's Nine Entertainment for one NZ$, CEO Sinead Boucher is gifting 10% of the firm to the company's 900 staff. Shares will be owned by a trust that will pay staff from any dividends Stuff pays out and sale proceeds if Stuff was ever sold or listed.

Twitter to launch local weather news service — www.axios.com

Twitter really has been on a tear recently and its latest announcement is a partnership with climate journalist Eric Holthaus to launch a local weather news service. "Tomorrow" will be built using Twitter's new creator products — from paid newsletters to ticketed live audio rooms. We have just one question... will there be poo emojis when the weather's rubbish?

This week's episode:

The Membership Economy author Robbie Kellman Baxter on developing compelling direct-to-consumer offers — voices.media

In this week’s episode we hear from Robbie Kellman Baxter, an author and consultant with over twenty years of experience in subscription pricing, digital community, and freemium. Robbie started working with membership and subscription models like Netflix while they were still sending out DVDs!

Eurosport’s Aude Baron discusses turning evergreen content into success in podcasting with Podinstall’s Sarah Toporoff — voices.media

For publishers with a well established content workflow, adding podcasts can seem like a daunting task. But, as this Conversations episode demonstrates, those publishers already have what is needed to create and distribute podcasts that add value to your audience and business alike.