Having taken down its website's paywall earlier this year, the 150-year-old Atlantic Monthly is revamping the print mag and its digital version, The Atlantic.com, Folio reported. Havas ad agency Euro RSCG Worldwide will manage the rebranding, which is intended to the make Atlantic a more multi-platform experience, especially since its online audience towers over the size of its print readership. The rollout is set for the fall, along with Atlantic's first-ever ad campaign. Apart from freeing its online archive to all readers, last month, The Atlantic.com introduced The Current, a new opinion channel. According to the most recent *comScore* numbers, TheAtlantic.com's monthly uniques rose 188.6 percent to 661,000 last month from 229,000 in March 2007, a jump of 188.6 percent.
By David Kaplan