Atlantic planning publication tentatively called Global Business Elite

Nat Ives of Adverting Age talks to Chris Batty, who has been hired by the Atlantic to be the publisher of its new business publication.

Here is an excerpt:

Ad Age: Everyone in web publishing has to figure out how niche or how mass they want to be. Is this new site going to play out more like a new Financial Times or a new Business Insider?

Mr. Batty: The Insider folks began with an extremely focused coverage model — tech and Silicon Alley — and have grown very successfully from there, and aggressively, to the point — and I spend a lot of time on the site — when you think about concentric rings of content terrain, they’re way out there now. I got my “Kony 2012” cultural zeitgeist from Business Insider. I look at them as the HuffPo with a business filter.

GBE — which is our working product name, for Global Business Elite — is going to be focused on the very, very, very top of the pyramid in terms of global business and financial management, the C-suite. We inherently define the target narrowly, with very little aspiration in any foreseeable timeline to wander from serving that audience segment deeply.

Read more here.