Emily Nathan's Tiny Atlas shows a huge world
The newest issue of Tiny Atlas, "Air," has been published online and that means that Emily Nathan finally gets to take a breath. The photographer, creative director, editor, and publisher of Tiny Atlas can now take some time back with her family who were her inspiration for starting the magazine in the first place.
Now in its fourth issue, Tiny Atlas keeps growing and growing, and Emily is balancing it out by taking a larger role. Most of the photography is still hers, since it is her background, after all. But in order to ensure quality with all her new disciplines she is taking her time. “If I’m going to write something, it has to be good,” she says.
Yes, Tiny Atlas is online, but you must be careful not call it a blog. It’s not a blog. Emily says, “It’s a fully freehand HTML website on purpose. It’s the way real magazines feel – it’s something that magazines haven’t been able to replicate online.” What you get are digital issues filled with fixed content that have been carefully conceived and edited by Emily. It’s an immersive online experience tailored for considered consumption. Emily describes the format of the online magazine by saying, “Part of why it’s so nice is that it’s so clean and simple. The experience on the site is what a lot of people also really enjoy.” Perhaps the reason they enjoy it is the unique experience it offers in an age that’s filled with distractions. Emily underlines this point saying, “This lack of clutter and noise, is really hard to find in our time.”
Tiny Atlas has become a little corner of the internet where one can go and lose themselves in content, rather than be distracted by buffering the latest update.
Even though Tiny Atlas is a packaged delivery, it sill offers a certain amount of interaction. The Portraits and Place sections are filled with portraits and environmental photography from a long list of rotating contributors, some new collaborators, some Tiny Atlas veterans.
The next step? Emily asked herself the same question, “How can we utilize this whole skill set that we have?” She’s looking to explore new and innovative ways to pair up with clients and approach consumer outreach in a whole new way. Now that she manages this carefully orchestrated creative space she sees the opportunity for growth and integration. “Advertisers are trying to connect with consumers, and consumers have so much control over their visual space.” With Tiny Atlas, those worlds could coalesce into a creative execution, resulting in a successful new way of reaching a captive audience. “You don’t want to see advertisers getting in the way unless they have something interesting to say,” and Emily has set herself up to help them find what it is they need to say.