Major Transformation Announced by Reader's Digest
June 19, 2009Reader's Digest, the venerable, 87-year-old publishing bastion, today announced a major transformation of its brand. Reader's Digest magazine will drop its frequency from 12 to 10 times a year, and cut its rate base from 8 million to 5.5 million over the next 18 months.
In addition, the magazine's editorial focus will shift to a more conservative focus, cutting back on celebrity stories and featuring more spiritual articles.
The $1 billion-plus global brand will begin rolling out a new suite of products over the next year branded "Reader's Digest Version." This summer, Reader's Digest will be launched on a new global Web platform in 21 languages.
"Over the past year, we have focused our resources on modernizing the flagship magazine ... ." said Reader's Digest Community President Eva Dillon. "Now we will extend our brand with multiple print and digital platforms that will deliver a broad range of content in the medium that best suits our customers' needs."
Peggy Northrop, currently U.S. editor-in-chief of Reader's Digest magazine, has been named global editor-in-chief and will be charged with directing the brand's 50 international editions as well as all Reader's Digest platforms.
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As a 10-year+ subscriber to Readers Digest I am disappointed in the focus to "more spiritual articles". I agree less celebrity articles would be great but to go toward a spiritual nature doesn't interest me at all. I don't need more preaching. I prefer articles about the human spirit not spirituality.
I don't understand what you are planning for "MY" Readers Digest. For the most part I like it just the way it is. I have been a subscriber off and on for many years. In late years I surscribe as a gift for my son and he passes it on to me. That way we both enjoy it.
I like your comment that you will be aiming toward a more comservative viewpoint.
With your changes does that mean that I will be on more mailing lists - more real mail and e_mail? I hope not.
Thank you for the magazine which I have enjoyed and looked forward to for a long time.