Don't believe The Atlantic's website offshoot "The Current" is anything more than a blog.

Though they got trade mag Folio to call the sub-domain a "digital publication" – Folio also says the mag's online traffic is "2.3 monthly unique visitors" … million? – visitors will see familiar bylines attached to short-form posts in reverse chronological format. That is, a blog.

And the name? A bit too much EXACTLY LIKE Al Gore's cable network Current, which specializes in short-form programming that purposefully ditches the traditional, lengthy model.