April 10, 2025 — Atlas Obscura has appointed media veteran Louise Story as its new Chief Executive Officer, tapping the former Wall Street Journal and New York Times executive to lead the travel media brand into its next phase of product and community growth. The story officially steps into the role on April 9, succeeding Warren Webster, who exited in October.
A longtime advocate for blending content with community, Story brings deep editorial and product experience. At The Wall Street Journal, she simultaneously served as Chief Product and Technology Officer and a masthead editor, where she led digital transformation initiatives that doubled digital subscriptions and integrated AI into newsroom workflows. At The New York Times, she contributed to the landmark Innovation Report that helped define the paper’s digital strategy.
“Atlas Obscura has always been a place of wonder,” said Story. “I’m excited to help more people discover amazing things—both close to home and across the world.”
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The leadership change comes as Atlas Obscura, originally launched in 2009 as a crowdsourced map of hidden travel destinations, works to turn its break-even business into a consistently profitable operation. The company generated $16.7 million in revenue in 2024, driven by direct advertising, books, trips, podcasts, and affiliate partnerships. It now boasts 2.5 million registered users and a newsletter audience of 1.7 million free subscribers.
Story joins at a pivotal moment, with the company targeting $24 million in revenue in 2025. Key to this growth is expanding relationships with both endemic and non-endemic advertisers—like auto and fashion brands—and enhancing its digital product offerings.
“I see major potential in building out the app and subscription experience to inspire a lifetime of travel,” said Story.
Joining her in this strategic shift is Sam Wick, former head of UTA Ventures, who has been appointed to Atlas Obscura’s board. Wick brings experience in media, M&A, and startup investment, having worked with creators like Seth Rogen and Emma Chamberlain. He replaces a representative from OurCrowd and adds strategic depth to the board.
The current board includes Story, Wick, co-founders Joshua Foer and Dylan Thuras, and investors Shane Caiazzo and John Backus. One independent director seat remains open.
As digital media contends with shifting traffic patterns and evolving user behavior, Story is betting on Atlas Obscura’s mix of community-driven exploration and practical utility. “We want to build the best travel app in the world,” she said. “Useful, sticky, and unlike anything else.”
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