The Atlantic Monthly has got its hands on 200 internal memos sent during Hillary’s now-defunct campaign. They are planning on posting 130 online, which certainly must have the New York Senator and those in her inner circle on edge.

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The Atlantic has hired New York-based Euro RSCG Worldwide to handle its digital rebranding, reports FOLIO.

“The overall effort is to make the Atlantic more contemporary,” Justin Smith, Atlantic Media’s president of consumer media tells FOLIO.

“It’s not an overhaul as much as a refinement—we’re a completely multi-platform business now.” 

Smith says the Atlantic’s digital audience is larger than its print audience—and it’s growing.

(Folio)

“Details vice president and publisher Chris Mitchell is leaving his post to join Wired Media as vice president and publisher, overseeing sales and marketing for both print and digital platforms.  Mitchell succeeds Jay Lauf, who left his position to join The Atlantic as publisher.”  (WWD) 

Why did the Atlantic suddenly feature Britney Spears, the poster child for the celebrity weeklies, on is cover? 

James Bennet, editor of the Atlantic tells AdAge, “We are focusing The Atlantic really on what it does best, I think — which is bringing its intelligence to bear on really important subjects, the most significant subjects in politics, business and the broader culture — and making provocative arguments.”

Well, it’s about time The Atlantic woke up and put Britney on its cover.   She is one of the most covered celebrities of all time. 

Plus, the magazine is covering Britney in a way that the celebriy weeklies could not cover her.  It focuses on the “days and nights with the new paparazzi.”  Since the celeb weeklies depend on these pictures, they would never create a compelling cover story like this one.  It would be hypocritical.

I’m looking forward to reading this article from the Atlantic.  I believe that many of the celebrity weeklies dumb down their articles to such a degree that they assume the American public can not digest intellectual discussions on their favorite celebrities.   Rather, the celebrity weeklies deliver the same, monotonous stories accompanied by photo collages that repeat what’s in the text  (In case you don’t know how to read).

Click here for Nat Ives’ complete report on why The Atlantic got on the Britney Wagon.  Hint: It’s about the newsstand. 

Which one would you buy? 

I think The Atlantic is giving In Touch a run for its money!   Who’s going to become a tabloid next?  The Economist?  The New Yorker?   It’s anyone’s guess!