<p>After decades of prosperity, atlas producers are faced with a serious number of challenges. Those challenges are both external and internal, either due to shifted external conditions or because of internal shortcomings. <i>Internal challenges</i> include, inter alia, the missing Web presence and PR, traditional atlas concepts, static GUI design, an overload of atlas features, default atlas contents, and repetitive visualization, whereas <i>external influences</i>, such as user behaviour, technological advancement and content that reflects new ideas and methods intensify these challenges.</p><p>Three provocative statements – 1) atlases as mere collections of maps, 2) atlases rely on old-fashioned concepts, and 3) atlas map design is unattractive – are then picked in order to demonstrate possible approaches in rejuvenating atlas concepts.</p>