Atavist Redesign Turns Long-Form Portal Into Magic Word Processor | Public Relations & Social Marketing Insight |

What has always set Atavist apart from other online publishers, though, is the singular care with which that story was being presented, regardless of the platform on which it was being experienced. "When we started The Atavist, there was no one thinking about how to design and tell a story online," explains Ratliff.

"Even if you had a great idea about how to tell a story through design, you needed a developer to execute it. So we tried to build the platform to let nondevelopers make beautiful stories without programming the software themselves."

That was the magic of the Atavist platform, which made it easy for writers to not just compose their stories, but design them as a proper multimedia, multidevice experience. So when The Atavist became a hit—it has been nominated for eight National Magazine Awards, winning this year for Feature Writing, and 11 of its stories have been optioned for big-screen treatment by Hollywood—Ratliff and his colleagues decided to spin the platform out as its own product, the Creativist, which anyone could use to tell beautiful stories and then publish on the web or through the Creativist app. And now, in turn, the Creativist is rolling itself back into Atavist as a single cohesive platform....