The Atlantic and Seabourn Chart a Three-Year Partnership to Redefine Cruise Enrichment
The Atlantic magazine has entered into a three-year partnership with luxury cruise line Seabourn, aiming to enhance the onboard experience for passengers through curated programming, editorial content and subscription offerings. The collaboration, announced Monday, will culminate in a 12-day voyage in fall 2028, marking a significant expansion of The Atlantic’s brand presence and revenue streams.
A Multi-Faceted Collaboration
The partnership extends beyond traditional advertising, encompassing sponsorship and subscription enablement, according to Alice McKown, publisher and chief revenue officer of The Atlantic. As reported by Adweek, the initiative will bring The Atlantic’s writers, editorial programming, and subscription access directly to Seabourn voyages starting this fall.
Passengers on select Seabourn routes will receive complimentary digital access to The Atlantic during their voyage, along with a three-month subscription upon disembarking. The Atlantic will also curate the libraries aboard each Seabourn ship, featuring recent issues and a selection of books by its writers, both contemporary and from its extensive archives.
Expanding The Atlantic’s Revenue Streams
This partnership aligns with a strategy McKown has been developing over the past four years, focusing on leveraging the affluence of The Atlantic’s readership to attract luxury advertisers. The Seabourn deal represents a foray into the travel and luxury sectors, which are currently strong advertising categories for the magazine. The Atlantic is on track for its best second quarter in at least four years, with a 30% year-over-year increase, according to McKown.
The collaboration builds on The Atlantic’s growing emphasis on live events as a revenue driver. Events currently account for 25% of the company’s commercial revenue, boosted by the success of The Atlantic Festival, which generated 36% more revenue in New York last fall than in the prior year. The company produces approximately 25 events annually, including “The Atlantic Across America,” a 50-state tour.
The 2028 Voyage: A Flagship Event
The partnership will reach its peak in October 2028 with a 12-day “With The Atlantic: A Seabourn Conversations Exclusive” cruise departing from Montreal to Boston. This voyage coincides with Seabourn’s 40th anniversary and is designed to mirror the format of The Atlantic Festival, encompassing discussions on culture, literature, technology, and business.
The events programming will be overseen by Evan Smith, who previously led the Texas Tribune’s successful festival model. The onboard programming will evolve over the three-year period, expanding from fireside chats to a more comprehensive slate of events.
Subscriber Growth and Strategic Partnerships
The Atlantic has experienced significant subscriber growth, reaching 1.46 million total subscribers as of the second half of 2025, representing a 27% year-over-year increase. This growth has been fueled by innovative distribution strategies, including college and high school subscription programs. The Seabourn partnership offers another avenue for expanding The Atlantic’s subscriber base, targeting a demographic already aligned with the magazine’s readership.