First, the pay wall; now advertising. Whatever next for The Atlantic?

A couple of months ago, the venerable American magazine The Atlantic took down its pay wall. Now it is (gasp) about the embark on its first advertising campaign as well as revamping its print version and its burgeoning online site Atlantic.com. According to a story in Folio:, a European ad agency has been hired to manage the rebranding of the 15o-year-old title which will attempt to make The Atlantic more of a multi-platform experience.

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.