When The Atlantic Monthly Publisher Elizabeth Baker Keffer started at the magazine roughly five years ago, her conversations with advertisers were often discouraging. Keffer and her staff made a concerted effort to break out of the "commodity" business that ad pages had become, enhancing The Atlantic's version of added value for advertisers. The magazine now acts as a part-time consulting firm, conducting research and presenting case studies for partners on topics such as ROI and targeting C-level executives. The combination of consulting services and attention-grabbing editorial has translated into increased advertising dollars.