2010 GOLD

MEDIA COMPANIES

CAN THE ATLANTIC TURN A PROFIT?

THE ATLANTIC, THE ATLANTIC

Justin Smith, President, The Atlantic Media Company
Jay Lauf, Publisher, The Atlantic Media Company
Zazie Lucke, Marketing Director, The Atlantic Media Company

EURO RSCG

Andrew Benett, Chief Executive Officer, EURO RSCG New York
Michael Fanuele, Chief Strategy Officer, EURO RSCG New York
John Graham, Planner, EURO RSCG New York
Conway Williamson, Chief Creative Officer, EURO RSCG New York
Christian Travers, Copy Writer, EURO RSCG New York
Dave Arnold, Art Director, EURO RSCG New York

CLEVERWORKS LLC

Mike McHale, Founding Partner/Chief Media Officer

The Atlantic magazine was an old and stodgy institution. Its circulation was stagnant. It was losing money. Rather than trying to convince people that The Atlantic wasn't as dull as they feared, we set our ambitions much higher: to become the source of mental stimulation so many craved; to bring back deep, nuanced-thinking; to incite people to Think. Again. It's an idea that took the form of neon signs, lively blogs and signs stuck in muffins. Ultimately, it increased the ratebase 13%, digital revenue 93% and attracted 51 new advertisers.