While tickets provide one revenue stream, underwriting remains the largest economic driver. 

The sales team at The Atlantic pitches the event as an enticement to secure larger deals, offering advertisers another touch point to reach Atlantic audiences. As a result, eight of The Atlantic’s top 10 advertising partners are buying into events, according to McKown. 

That positioning has helped push overall commercial revenue nearly 30% higher over the past two years, although the company declined to offer financial specifics or comment on its profitability. In 2024, the publisher announced it had turned a profit for the first time in years, but it has been investing heavily in its editorial operation this year, hiring dozens of high-profile writers.

“Every year, publishers have to work a little harder to attract direct advertisers,” said eMarketer senior analyst Max Willens. “The Atlantic is smart to focus its sales efforts on a high-profile event like their festival, because events remain a highly differentiated area where brands can connect to consumers in novel ways”

Beyond the Atlantic Festival, the publisher produces about 25 events annually, ranging from vertical-specific summits to private salons and roundtables. 

The Atlantic plans to expand that slate in 2026, particularly as artificial intelligence continues to reshape digital engagement, according to McKown.

“Next year, we will be doubling down on events,” McKown said.