The Atlantic Magazine began life as the brainchild of cognoscenti. Its illustrious founders sought a forum with which to voice progressive thought as well as to cultivate literary talent. Establishing itself rapidly, The Atlantic became one of the rare magazines which actually increased in popularity to the present day, bucking the downtrend in print-format literature. In its present layout – as a general format magazine – it strives to balance journalistic integrity, literary variety and meld popular culture into a stew of intellectual discourse. Born from an enlightened repast in 1857 between the likes of Ralph Waldo Emerson, Oliver Wendell Holmes, and Henry Wadsworth Longfellow - amongst others - the Atlantic deemed itself a “journal of literature, politics, science, and the arts” (Murphy, 2001). It ascended to prominence as its varied topics, as well as a host of emerging literary talents sparked the imagination of the public from its pages. While espousing an essentially progressive stance, it encouraged discourse on various subjects from civil rights to terrorism, maintaining politics as a backdrop and rarely shying from controversial issues. It has published articles from Martin Luther King, Jr., Albert Einstein, John Muir and Theodore Roosevelt, in addition to articles about Sacco and Vanzetti, Vietnam and women’s issues (Murphy, 2001).
The Atlantic has also printed poems, stories and essays from some of the quintessential authors of the last hundred and fifty years, winning numerous awards for fiction and journalism. Authors running the gamut from Mark Twain to Robert Frost to Emily Dickinson wove their craft across its pages. Atlantic Monthly even published Earnest Hemingway's first short story in 1927.
Naturally, with authorial and editorial pedigrees such as these, and a fiercely intellectual focus, The Atlantic opened itself up to accusations of pretentiousness – a perception the magazine in fact embraced for much of its existence. “Atlantic Monthly…defensively tried to promote the values of a by-gone elitist literary and cultural tradition” (Boyd, 2010). Pompous or not, by the late ‘90s, the magazine was hemorrhaging money, losing four million dollars a year, according to Kinsman (2008). Dwindling readership forced its editors and publishers to reevaluate the magazine’s outlook in the rapidly shrink periodical world.
With newsstand sales now accounting for roughly 13 percent of magazine revenue (Campbell, Martin & Fabos, 2010, p.306), The Atlantic focused its marketing efforts on circulation. This new approach garnered an increasing circulation for the magazine, lifting its rotation to nearly four hundred thousand. The magazine also sought a wider range of advertisers (Kinsman, 2008) to bolster itself in the changing times. Although potentially diluting the magazine’s content, this move pushed it towards format changes favoring a broader focus.
Editor James Bennet and higher-ups at Atlantic Media Publishing Group expanded the magazine’s scope: “The magazine redesign will focus on making the book more accessible, including more points of access and more shorter pieces upfront as well as traditional features” (Kinsman, 2008). The magazine now blends features on popular culture, such as video game preservation, with current issues like the economy, in addition to highlighting taboo subjects like child molesterion and assisted suicide in Switzerland. Online content from Atlantic.com is now linked to magazine articles, transitioning readers from digital media to print and vice-versa. Yet despite its broader content the Atlantic has retained its commitment to providing high-quality long-form print.
By building diversity into its intellectual foundation, it captures that special mix required to cover an expanding cultural map. In doing so, it maintains itself as a vital and expansive source of information and entertaiment.
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References Boyd, A. Atlantic (2010) Monthly. St. James Encyclopedia of Pop Culture. FindArticles.com. 28 Feb, 2010. Retrieved from: http://findarticles.com/p/articles/mi_g1epc/is_tov/ai_2419100069/
Campbell, R., Martin, C., & Fabos, B. (2010) Media and Culture: An Introduction to Mass Communication, Seventh Edition. Boston, MA: Bedford/St. Martin’s.
Kinsman, M. (2008). Atlantic Rising. Folio: The Magazine for Magazine Management, 37(6), 28. Retrieved from Associates Programs Source Plus database.
Murphy, C. (2001). A History of The Atlantic Monthly. The Atlantic Online. Retrieved from: http://www.theatlantic.com/past/docs/about/atlhistf.htm