You won't find the works of Bertrand Russell packaged like the latest issue of Self or Cosmo, as the publishing company Thomas Nelson does with the Bible.Bertrand Russell is actually one of the most readable writers currently available to speakers of contemporary English. Carl Sagan's prose is also beautiful. So, seriously, why not have a periodical that publishes that kind of stuff? Not something with ATHEIST across the cover, but something focused around scientists and philosophers vaguely aligned with rationalism and humanism and with interesting things to say on all kinds of subjects. You'd have to have people putting it together who really knew their stuff. It's easy to botch the aesthetic for a project like this in a way that gives people an uncomfortable tingling under their skin. With the right people, it could work, though.
Okay, so what does "doing it right" mean? Sadly, I have to single out Center for Inquiry here--not everything they do is horrible, but some of the literature they put out comes off as vaguely outdated in style and vaguely fake. A lot of atheist groups succumb to this. The formula seems to be "trying to put on a polished presentation" + "having no relevant experience" = disaster. If you don't know how to put out a quality product, you're better off putting out something that looks like it was made in a basement/dorm room/etc. Actually, some of the best stuff out there is or at least was originally made in a basement/dorm room/etc. Think Internet Infidels. Think Rational Response Squad. And if you want to know how to actually put good production values to good use, think Daily Show.
I'm randomly throwing down thoughts here, somewhat surprised by the fact that I suddenly managed to fill up a second paragraph for this post. The one other thing that comes to mind: to appeal to teenagers,* be funny. And not "hey, look at me!" funny, but wit funny, humour funny, not taking yourself too seriously funny. When I was a pre-teen/early teen, it was the editorial cartoons that got me started reading op-eds, and the cover cartoon that got me to read Philosophy for Dummies. But then, I was the weird kid at my school. Oh, and take the kids seriously. You can't assume too much starting out, but don't insist on hiding the really cool stuff from them because they're kids. Kids like cool stuff.
That's all I've got for now. But I hope to see the comments threads filled up, hopefully by people who weren't necessarily the weird kids at their school. Sapient, are you reading this? Got any general principles you've derived from your RRS experience?
*I speak from authority, as I was a teenager not too long ago. Oh, sweet reason, was I really a teenager not too long ago? At least I've gotten beyond the "crap, I'm 20" stage of my life.