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).

Advertisers secured space in the magazine months in advance, and news agents forfeited the right to return unsold copies.

These editorials opposed World War I, and advocated for the rights of poor children, the disabled, and Argentine Amerindians, among other traditionally disenfranchised groups.

Atlántida was affected by competition from a growing number of news magazines in Argentina during the 1960s, notably Panorama, Primera Plana, and Siete Días Ilustrados, among others.

The 1965 launch of Gente, a celebrity magazine, by its publishers further diffused its readership, and Atlántida became largely devoted to cultural and current events commentary.