Reader’s Digest transforms brand
22 Jun 2009
Reader's Digest has announced a transformation of its brand into multiple media platforms, including a suite of products under the "Reader's Digest Version" banner. This change comes to satisfy consumers' changed media appetite for easily digestible content, on demand and in flexible formats.
Along with this, Peggy Northrop, the US editor-in-chief of Reader's Digest magazine, has been named global editor-in-chief and will assume the additional responsibilities for directing the brand's 50 international editions as well as content for all Reader's Digest platforms, print and digital.
Reader's Digest is a $1 billion-plus global brand with 50 editions worldwide reaching 70 million readers and more than 40 million branded books, music, and videos sold annually.
A full suite of products will be launched over the next year, many of them branded "Reader's Digest Version" to capitalize on the title's iconic heritage and unparalleled expertise in producing condensed, accessible, and useful information.
In June 2008, Readersdigest.com was completely redesigned and relaunched in the United States, resulting in double-digit increases in traffic and advertising revenue. The site will expand to incorporate "Reader's Digest Version" programming, providing users with original content on a range of need-to-know subjects - both topical and evergreen. This summer,Reader's Digestwill roll out a global web platform, localized by market, in 21 languages.
As the brand moves to new platforms, the US magazine will reallocate its resources and adjust its rate base from 8 to 5.5 million over an 18-month period, beginning with the February 2010 issue, and reduce its frequency from 12 to 10 times a year. Total global circulation will be 14.5 million, the largest paid circulation magazine in the world.
