• Mag Spotlight--The Atlantic Monthly
    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.