LONDON — Quartz, Atlantic Media’s online-only journalism offshoot, may be pitched at providing premium-grade analysis, but don’t expect the site to start charging any time soon.

“Social mechanisms (are) the primary way that traffic is derived for most content sites today,” Quartz publisher and Atlantic Media SVP Jay Lauf tells Beet.TV. “Anything you do in terms of  a paywall or reg wall wall is a suppressor of traffic; you lessen the impact of your journalism, and it gives me less of an opportunity to monetize that through advertising. I don’t think you’ll see a paid model from us in the near term.”

We spoke with him at the FT Digital Media Conference. To view all our coverage of the conference, please visit this page.