The September issue of The Atlantic garnered over 40,000 Facebook likes for on-line content and over 1,660 comments on their main hardcopy story. Their piece from dispatches, "Rent a White Guy" was just as well read on-line as was their main cover piece, with almost 10,000 Facebook likes. Competitors of The Atlantic, despite incorporating celebrities into their cover pieces, were unable to generate much interest on-line. Vanity Fair and Wired reported just 95 and 33 comments respectively.
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