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The Atlantic

(Student Project: Brand Repositioning)

  • Reposition The Atlantic to attract a younger readership without alienating their current audience
  • Help The Atlantic leverage social media channels in a new way

As a student project at SVA, my team and I were tasked with repositioning The Atlantic. The magazine has a loyal, but aging, readership with a very specific demographic. We reasoned that if they wanted to reach a new, younger, and diverse audience, the best way to do so would be with a new digital-only vertical called @lantic. @lantic would be a destination for informed views from varying perspectives on current events.