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Atlántida (magazine)

Atlántida
Atlántida magazine cover 1970.jpg
July 1970 issue (among its last)
Categories News
Frequency Weekly, monthly (after 1950)
Publisher Editorial Atlántida
Total circulation
(1918)
56,000
First issue March 7, 1918
Final issue December 1970
Country Argentina
Language Spanish

Atlántida was a general interest and women's magazine published in Argentina between 1918 and 1970.

The magazine was launched by Uruguayan-Argentine publisher Constancio C. Vigil, who established the Atlántida Publishing House in 1918. The company's homonymous weekly would also be its first publication. Atlántida was designed as a news and general interest weekly tailored primarily for women (the company would concurrently launch El Gráfico, for sports readers, and the children's magazine Billiken). Vigil named both the publishing house and its flagship magazine from a poem of the same name by Olegario Víctor Andrade, who wrote it as an homage to Americanism.

Atlántida was an early success, with a circulation of 45,000 of its maiden issue (March 7, 1918), and of 56,000 by the end of the year. Its chief competition was El Hogar, printed by Editorial Haynes since 1904; Atlántida generally appealed to a more upscale readership, however. Advertisers secured space in the magazine months in advance, and news agents forfeited the right to return unsold copies. Adopting as one of its missions "the destruction of barbaric prejudices which purport women to be inferior," Atlántida featured watercolor images of debonair women on its covers, and featured a women's interest section, En rueda de damas (Ladies' Round). It also included sections on culture and the day's politics, notably El salón de los pasos perdidos (in reference to a pavilion in the Argentine Congress) and a special supplement printed following the 1930 Argentine coup d'état: La Revolución del 6 de Septiembre. The magazine's editorials, titled La vida que pasa (Life as It Happens) initially reflected Vigil's humanist views. These editorials opposed World War I, and advocated for the rights of poor children, the disabled, and Argentine Amerindians, among other traditionally disenfranchised groups.


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