The Atlantic – Can The Atlantic Turn a Profit?

Category: Media Companies
Brand/Client: The Atlantic
Primary Agency: EURO RSCG
Media Agency: Cleverworks LLC

STRATEGIC CHALLENGE

BRAND: A VENERABLE INSTITUTION

For 151 years, The Atlantic has been one of America's most important magazines. It spearheaded abolition, introduced the world to Mark Twain, and warned us about the sub-prime collapse. It boasts America's most influential readership.

Unfortunately, prestige wasn't translating into commercial success. Its circulation was stagnant. Its website lacked a cohesive identity. It was struggling to attract contemporary advertisers. It was losing money.

Our client wanted to let prospective readers know just how good The Atlantic is. They're proud of their long-form articles by award-winning journalists that delve into the day's issues. Their brief was simple: The Atlantic has the World's Best Journalism.