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The Atlantic to Rebrand for the Digital Age

Company hires agency to oversee re-tooling of 150-year-old title.



By Dylan Stableford
04/11/2008

In its push to become more modern, digital-friendly‚ÄĒand finally profitable‚ÄĒthe 150-year-old Atlantic has hired an integrated marketing agency to handle its rebranding.

‚ÄúThe overall effort is to make the Atlantic more contemporary,‚ÄĚ Justin Smith, Atlantic Media‚Äôs president of consumer media tells FOLIO:. ‚ÄúIt‚Äôs not an overhaul as much as a refinement‚ÄĒwe‚Äôre a completely multiplatform business now.‚ÄĚ To illustrate his point, Smith says the Atlantic‚Äôs digital audience is larger than its print audience‚ÄĒand it‚Äôs growing.

New York-based Euro RSCG Worldwide will oversee the rebranding project‚ÄĒpart of an overall retooling that includes a redesign of its print magazine (by renowned design firm Pentagram) and relaunch of its Web site (by New York-based digital shop Bond Art and Science).

The work is slated to be completed in the fall, Smith says, with the roll out of a full-scale marketing campaign to communicate the brand message‚ÄĒsomething the Atlantic has never done.

The Atlantic has made a concerted effort in recent months to reposition its brand, stripping the pay wall from its online archive and putting Britney Spears on its April cover‚ÄĒdrawing the ire of some longtime subscribers. The magazine relocated its ad sales force from Washington to New York, hiring publisher Jay Lauf from Conde Nast‚Äôs Wired to oversee the department.

Last month, the magazine launched a new Web brand, the Current, to give its political and opinion writers a stronger foothold on the Web.

By Dylan Stableford
04/11/2008




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