Vice President and Publisher
Since coming onboard, the media industry has taken note of Lauf's accomplishments. He was named one of Media Industry Newsletter's "21 Most Intriguing People in Media" in 2009, and then he and Atlantic Media president, Justin Smith were named Ad Age's "Publishing Executives of the Year" in 2010. The Atlantic also made its debut on Ad Age's "A-List” at #2 and earned the #3 spot on AdWeek’s Hotlist in 2010.
These recognitions came after The Atlantic under Lauf's direction posted revenue gains for 12 consecutive quarters and set new all-time benchmarks for ad revenue both in print and online. Focusing on the evolution of The Atlantic to a "digital-first" brand, Lauf and his team have increased digital ad revenue 437 percent since 2008 and earned the label from Ad Age: "an ultra-modern, multi-platform juggernaut".
Prior to The Atlantic, Lauf was Publisher of Wired, where he served progressively since 2001 as Advertising Director and Associate Publisher. During his tenure, Lauf was instrumental in the title's reinvigoration following 2001's dot-com collapse and won the coveted "Top Performance" Award at Conde Nast in 2006. Under his stewardship, Wired earned a spot on AdWeek's Hot List in 2007 after successive years of double digit ad growth.
Previously, Lauf served as Ad Director on the U.S. launch of T3: Tomorrow’s Technology Today. He was National Ad Director for Customer Interaction Solutions, a technology trade magazine and publisher of The Merchandiser Group, a group of trade magazines, websites and trade shows for the independent retailers’ industry.
A graduate of Connecticut College, Lauf also studied English Literature and Law at Durham University in the United Kingdom.
Session: Surviving the Death of Display Ads (Track: Magazine)
Date: Thursday, Sep 13
Time: 02:50 PM - 03:40 PM
Track: Magazine Track
With newer sales strategies focused on social media, transmedia marketing campaigns and lead gen, some predict the demise of the good-old-fashioned banner ad. Not so fast, others say: Ads associated with content will continue to play a key role in the media mix going forward. Hear all sides in this intriguing discussion and determine how display ads will figure in your future promotional strategies.