Which means the people behind The Atavist have an uphill climb ahead of them.

FORBES: The Atavist: Building a home for longform in the digital landscape

The growth in socially driven news aggregators like News.me, and other innovative ways to incorporate multimedia in presenting news and information packages such as The Atavist.

FORBES: Media's Future & Cupcakes

Her subjects include fashion pioneer Chanel, publishers Penguin and Atavist, film icons Variety and the Sundance Institute, Indian art auction house Saffronart, and food businesses Whole Foods and the James Beard Foundation.

FORBES: Lessons for Managing and Motivating Creative People