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Caught in the mushy middle: How Quartz fell to earth

The Atlantic wanted to corner a more premium space, selling marquee advertisers on a new generation of yacht owners and Rolex wearers. A free and digital Economist for the budding millennial business elite. The concept oozed an Obama-era ethos of global interconnectivity. “When you walk through a busy Asian airport, nobody is talking about or thinking about the American economy. The world has gotten much bigger than that,” David Bradley, then the owner of the Atlantic magazine, told the New York Times upon the launch of Quartz. Under the leadership of editor-in-chief Kevin Delaney, a former Wall Street Journal editor, and publisher Jay Lauf, formerly of the Atlantic, the project began with a staff of 20 journalists and four premium sponsors — Boeing, Cadillac, Chevron and Credit Suisse.

Staffers from the early years say that Quartz calacatta luxury was marked by a culture of experimentation and innovation codified by an internal buzzword — “quartziness” — a nebulous term loosely defined as the meeting of creativity, quirkiness and intelligence.