This week The Atlantic announced that it is going global, opening a London bureau to oversee global news reporting focused on Europe, live events, communications and marketing partnerships. The new London office will be led by national correspondent James Fallows, who has been with The Atlantic for 43 years, and staffed with 10 editorial and business employees. Fallows will be the magazine’s first Europe Editor.

The Atlantic already offers a World edition online which contains many of the same stories U.S. readers will see upon visiting TheAtlantic.com, but it highlights stories with international appeal like Samuel Huneke’s article “Does Germany Hold the Key to Defeating Populism?” and Krishnadev Calamur’s “U.K. Formally Triggers Brexit.”

Why the expansion? To address the needs of a growing audience. The Atlantic reports that global readership makes up close to 30 percent of its 33 million monthly unique visitors. In February, TheAtlantic.com reached a record 33.7 million monthly uniques, and in 2016, it grew single-copy newsstand sales by 19 percent. Total revenue for The Atlantic grew 18 percent last year, so an expansion will help the magazine leverage its success to go global.

“More than one-quarter of our digital audience lives outside the United States,” said Atlantic president Bob Cohn in the announcement. “So we are already a global brand. This expansion means we’ll be creating more journalism from Europe for both U.S. and international readers, and bringing our lens on the world to more global leaders in business, finance, technology, culture and government.”

Editor in chief Jeffrey Goldberg also commented on the expansion.

“Our goal here is ambitious. We are hoping to bring Atlantic-quality journalism to a global audience in a very deliberate way. There is no one better to lead this effort than Jim Fallows, who understands in his bones the qualities that make a great Atlantic story, and whose desire for innovation and adventure is limitless,” Goldberg said.

Staff writer Sophie Gilbert, a London native, will cover culture and entertainment, and Lucy Kirkland, executive director for The Atlantic, will build a global sales and marketing team. The magazine will expand its work of its branded content studio, Atlantic Re:think, named “Best In-House Content Studio” by Digiday in 2016. The content studio works with brands including Microsoft, Allstate, Jaguar, Rolex, Porsche and Netflix. With the new London bureau, Atlantic Re:think will soon be able to offer its services to brands internationally.

Insider Take:

In a time when publishing news is usually doom and gloom, it is refreshing to see a respected news outlet do so well. The Atlantic has found a way to attract readers here and abroad and to do so profitably without sacrificing its standards. This expansion seems to be a well thought out plan with strong leadership and a ready-made audience eager for more Europe-centric coverage. We are eager to see how The Atlantic flourishes overseas.