About New Atlas
Our Story
There’s always a better way.
That’s been our internal motto since we launched in March 2002, originally under the name Gizmag.
As a science, technology and innovation news service, we focus on the world-changing ideas moving humanity forward, across all fields of endeavor – as well as the practical innovations that can make life better day to day.
The last two decades have seen an incredible acceleration in technology as well as scientific discovery, and it’s been our privilege to tell the history of that progress in real-time.
Since 2002, we’ve produced more than 100,000 articles covering advances in technology, science, transportation, architecture, medicine, design, robotics, outdoor living and many other disciplines.
Ownership and Funding
Our company has always been privately owned, and it's never been beholden to outside investors. We’re a fiercely independent news organization, and our first obligation is to our readers.
We are primarily funded by advertising, including clearly marked sponsored content. We offer an affordable yearly membership program that gives readers an ad-free experience. We also participate in some affiliate sales programs, again with full disclosure to readers.
New Atlas is published by Gizmag Pty Ltd.
Audience
We have a readership of 5-9 million unique visitors a month, and more than 195,000 people receive our email newsletters each day.
Our primary audience is in the USA (52%), UK (7.3%), Canada (7.2%), Europe and Australia (4.8%), but we have readers all over the globe.
Our readership tends to skew around 70% male, and the vast majority of our readership falls between 25-65 years of age. The largest cohort is between 45-54 years old, leading 35-44s by a small margin. Mobile visitors are around 80% of our readership, with desktop representing 14.5%.
Editorial Policy
New Atlas is dedicated to delivering trustworthy, facts-based, solutions-focused, no-nonsense journalism. We have editors in multiple time zones, reviewing each story for clarity, accuracy, tone and attribution.
Our editing and fact-checking systems have been developed over 20 years to ensure we stay true to our core values:
Truth, accuracy and skepticism
We’ve seen enough perpetual motion machines to know that press releases never tell the full story. We pay attention to sample sizes, to context, to journal credibility, to peer review, brand history and expert reactions to bring readers a balanced view. We are apolitical and our reporting is not biased by commercial relationships. Fact-checking is a crucial part of our editorial process.
We avoid overhyping results, and aim to represent scientific findings accurately, especially when they're early-stage or animal studies.
Sourcing, Attribution & Disclosure
Writers are expected to verify facts with primary sources – research papers, company statements, first-person accounts or social media posts from key personnel, etc. Every article includes links to these primary sources wherever possible. Where our articles include information from secondary sources or other publications, we clearly attribute this information and link out to the secondary source.
Where there is a commercial interest, such as affiliate links or sponsored content, it's clearly labeled.
Clear communication
Our readers are intelligent and curious – but they’re usually not experts. We welcome readers into complex ideas using simple and accessible language wherever possible.
Written by humans, for humans
New Atlas is a proudly human publication, and we encourage our writers to express their own unique styles as part of each story. While AI is used in many of our business processes, the editorial team doesn't publish any AI-generated text or images without specific disclosure.
Corrections
Errors do slip through, and we appreciate our readers keeping us accountable! Please contact editor (at) newatlas dot com – we investigate corrections and make changes as necessary.
Where substantial or factual changes have been made, an editor's note is added to the story for full disclosure.
