The Atlantic to Rebrand for the Digital Age
Company hires agency to oversee re-tooling of 150-year-old title.
In its push to become more modern, digital-friendlyâ€”and finally profitableâ€”the 150-year-old Atlantic has hired an integrated marketing agency to handle its rebranding.
â€śThe overall effort is to make the Atlantic more contemporary,â€ť Justin Smith, Atlantic Mediaâ€™s president of consumer media tells FOLIO:. â€śItâ€™s not an overhaul as much as a refinementâ€”weâ€™re a completely multiplatform business now.â€ť To illustrate his point, Smith says the Atlanticâ€™s digital audience is larger than its print audienceâ€”and itâ€™s growing.
New York-based Euro RSCG Worldwide will oversee the rebranding projectâ€”part 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 messageâ€”something 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 coverâ€”drawing the ire of some longtime subscribers. The magazine relocated its ad sales force from Washington to New York, hiring publisher Jay Lauf from Conde Nastâ€™s 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.