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The Atlantic is a magazine about news and culture and stuff. It has been continually published for thousands of years—its founding editor was Babylonian ruler Nebuchadnezzar. Now, though, the internet, which has made Americans forget how to read, is killing it. They struck back recently by putting on their cover a woman who is famous for being mentally disturbed, and now they've gone so far as to bring on brand consultants. Folio reports that Atlantic Media hired "an integrated marketing agency to handle its rebranding." They're redesigning the magazine and relaunching the website! Next fall they will "roll out of a full-scale marketing campaign to communicate the brand message." This is "something the Atlantic has never done" because it is a thing that was invented by marketing agencies ten years ago. [The Atlantic]