Publishing/Writing: Insights, News, Intrigue

09/14/2010

Readers Digest Morphing into 24 New Products


Readers Digest, one of my all-time fave magazines, just emerged from bankruptcy last February and has struggled somewhat. Now RD is moving forward while at the same time going back to it’s roots as a content distiller. RD has just finished a restructure that will get it into the world of websites, mobile apps, newsletters and a new book imprint.

This is exciting stuff for RD and I’m looking forward to viewing the finished products.

Here is more by Matthew Flamm from Crain’s New York Business:

Reader’s Digest will be going back to its roots—and saving money—with a redesign that will launch in January and turn the 88-year-old magazine into a distilled version of mostly repackaged content, said company executives who unveiled their plans for the flagship brand of the Reader’s Digest Association on Tuesday morning.

The company, which emerged from bankruptcy in February, will launch a new website, called the Reader’s Digest Version, as well as a daily e-mail newsletter and a book imprint, both under the name Best You, presenting health and wellness information targeted exclusively to women. The company published several test issues of Best You as a magazine in the last year before pulling the plug.

Reader’s Digest will also step up its newsstand-only publications, adding five new special interest magazines for a total of 13 in 2011, and launch one new mobile application each month. The apps will be built around familiar Reader’s Digest elements like humor and home repairs.

Altogether, the brand will be introducing 24 new products over the course of the next year. The announcements coincided with the company moving its headquarters into midtown Manhattan from its longtime home in Pleasantville, N.Y., as part of the consolidation that followed the bankruptcy.

“What people need is selection,” said Daniel Lagani, president of Reader’s Digest Media, at Tuesday morning’s event. “It’s a return to the brand’s role as the original curator of content.” He added that the many different elements launching next year will be treated as “one entity” and pitched to advertisers as “brand centered, not platform centered.”

Read more http://alturl.com/pgk62

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2 Comments »

  1. One more example of the Phoenix rising from the Ashes!

    Comment by Frances Jeanne — 09/14/2010 @ 8:06 pm | Reply

  2. Jeanne,Very apt observation!

    Comment by John Austin — 09/15/2010 @ 6:57 pm | Reply


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