Greenpoint media firm takes aim at National Geographic with $2M seed round

Atlas Obscura is aiming directly at the millennial audience as it works hard to grow audience over the coming months. It just closed a $2 million seed round, as explained in a new story from Alleywatch. Before anyone jumps up and down with excitement that a media venture was able to swing a good round, take note: Atlas Obscura launched in 2009. It is still possible to launch successful media ventures, but it’s often a slog.
According to CrunchBase, this is the company’s first round.
As described in the Alleywatch story, Atlas Obscura has strong revenue and an engaging mission to help its readers discover hidden places.
From the interview with the Greenpoint-based company’s CEO and former Slate editor David Plotz:

What market you are targeting and how big is it?
We are aiming for a mostly a millennial audience—a global one—of people interested in discovery, exploration, surprise.
What’s your business model?
We already have strong revenue from native advertising (including travel based native partnerships), traditional brand advertising, and events. We also expect to have revenue from email, brand extensions like books and merchandise, television, and more.