The Atlanta Journal Constitution has come up with a novel approach to increasing print circulation revenue. Tell your digital readers to take a break. The paper has launched a year-long $1 million ad campaign to position the physical Sunday paper as a refuge from the frenzied “digital cacophony” that’s associated with readers’ work weeks.

The AJC is not suggesting that readers dump online access entirely. It’s just that the Sunday paper still supports digital (and the rest of the print week), so why not play it up a bit.

Plus, Sunday print circ has fallen the least: it’s down 7 percent while weekday and Saturday circulation is down 20 percent.

“This is not an anti-Internet campaign,” the AJC’s VP of marketing Amy Chown told AdWeek. “It’s not that we don’t want them to read us online. We wanted to balance the use of AJC.com during the week with the paper on Sunday.”

The new ad series is called “Unplug. It’s Sunday.” It was developed by I    Q Interactive of Atlanta. It shows the hectic whirl of the digital workweek, complete with ringing cell phones, instant messenger notifications, conference calls and TV screens filled with digital crawls. The ads then show a couple relaxing on their sofa and reading the paper.

Sounds nice in a 1970s kind of way.