The Atlantic is making waves in the media world with an ambitious hiring spree, adding roughly 30 editorial staffers since January 2025, with some commanding salaries as high as $300,000. This bold move, fueled by the magazine’s recent profitability and a subscriber base surpassing 1 million, comes at a time when many media outlets are cutting back. But is this lavish spending a sustainable strategy or a risky gamble?
A Strategic Talent Grab
The Atlantic’s hiring boom has capitalized on turmoil at other publications, notably The Washington Post, where nine of the new hires originated. As the Post faced challenges under owner Jeff Bezos, The Atlantic, backed by philanthropist Laurene Powell Jobs, seized the opportunity to bolster its political coverage during the second Trump administration. Offering salaries in the $200,000–$300,000 range, the magazine has attracted top talent, adding an estimated $4 million to its annual payroll. The outlet also invested in new digital initiatives, like interactive games, signaling a broader push to expand its reach.
“This is an unprecedented investment in journalism, but it raises questions about long-term viability,” said a senior editor at a rival outlet. “Throwing around this kind of money is rare in an industry known for tight budgets.”
A Shift in Focus
The Atlantic’s current strategy marks a departure from its earlier digital experiments. During the first Trump administration, the magazine struggled to balance quick-hit news with its signature longform storytelling. A small team and a stylistic divide between magazine veterans and newspaper reporters hindered its competitiveness in the fast-paced digital news space. Since adopting a subscription model in 2019, however, The Atlantic has leaned into its strengths: in-depth analysis, commentary, and narrative journalism.
This pivot has paid off. The magazine secured Pulitzer Prizes three years in a row, starting with Ed Yong’s COVID-19 coverage in 2021, followed by awards for writers Caitlin Dickerson and Jennifer Senior. These accolades have cemented The Atlantic’s reputation for producing award-winning, thought-provoking content, attracting writers like Tim Alberta to its roster.
The Cost of Ambition
While The Atlantic’s financial health—bolstered by Powell Jobs’ backing and a growing subscriber base—enables this hiring spree, industry observers question its sustainability. Media companies like Vox Media and Condé Nast have faced layoffs and budget cuts, with Vox shedding 50 staffers in 2018 and Condé Nast reducing print runs for titles like Teen Vogue. In contrast, The Atlantic’s aggressive expansion, including a 30% staff increase planned in 2018, stands out as an outlier.
The magazine’s leadership, including editor-in-chief Jeffrey Goldberg, sees this as a return to its 19th-century roots as a forum for bold ideas and intellectual debate. “We’re doubling down on coverage of Washington and the American future,” Goldberg said in 2018, a sentiment echoed in the current hiring push. But with salaries far above industry norms, the financial commitment is substantial, and some wonder if the magazine can maintain its momentum without a clear path to further revenue growth.
Challenges and Opportunities
The Atlantic’s hiring strategy isn’t without risks. Past forays into digital innovation, like a 2013 sponsored Scientology story that sparked backlash, exposed tensions between editorial integrity and revenue pursuits. The incident, which blindsided the newsroom, highlighted the dangers of prioritizing business over journalism. Today’s high salaries and rapid expansion could strain resources if subscriber growth slows or economic conditions shift.
Yet, the magazine’s track record suggests resilience. Its 2010 turnaround, driven by a digital-first mindset and leadership from Justin Smith and Jay Lauf, transformed it from a money-losing publication to a profitable one. By dismantling the paywall, integrating print and digital operations, and launching branded conferences, The Atlantic adapted to a changing media landscape. The current hiring spree builds on that legacy, aiming to solidify its position as a leading voice in journalism.
What’s Next?
The Atlantic’s aggressive hiring reflects a rare moment of optimism in an industry battered by layoffs and declining ad revenue. By poaching talent and investing in high-caliber journalism, the magazine is betting on quality to drive growth. However, as one competitor noted, “Throwing money at journalism is great, but it’s a lot of money, and sustainability is the real question.”
For now, The Atlantic is riding high, with a growing staff, prestigious awards, and a clear editorial vision. Whether this costly gamble will redefine the magazine’s future or stretch its resources too thin remains to be seen. One thing is certain: in a struggling media landscape, The Atlantic is playing to win.