Atlantic planning publication tentatively called Global Business Elite

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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.