The default baud is 38400 but the demo code uses 9600. I suggest changing the baud of serial line connecting to the sensor.
You should be able to type "R" and Enter to trigger the device to send you a reading.
There's wiring information in one of the links from the SparkFun product page.
PS Read the "How to Use Forum" sticky to learn to code tags. It's a lot easier to read code when code tags are used.
If you quote a post, you can usually see the tags used. Besides code tags, URL tags are also very useful so we can click on any link provided. Speaking of which, it's always a good idea to provide a link to the device you're asking about.
Edit: There is a lot involved in measuring pH accurately. I was very unimpressed with the Atlas user manual. I used to be a chemist and accurate pH measurement was an important part of my job.
If you can find a copy of "Sensors for the Evil Genius" (it's not worth buying the book like I did) there's a chapter on building your own pH meter. This chapter is just a cut and paste job from one of the chips' datasheet (and not complete) but it can give you an idea in what is involved in making an accurate meter. It was obvious the author never actually built a pH meter using his instructions since the instructions leave out important details (fortunately the details can be found the footnotes of the copied datasheet).
BTW, pH electrodes wear out kind of like batteries. They will often last about a year but I generally had to replace the ones I used very often about twice a year.
Calibration is very important and not just once a year as the manual states (I find it bewildering they would say this). For accurate measurements, you need to calibrate your meter every time you turn it on (or a couple of times a day if it's always on). There's a lot more to measuring pH than the Atlas manual would have you think.