Same company, different strategy
In mid-May Reader's Digest Association announced an ad campaign for Reader's Digest, the company's flagship magazine. The campaign hopes to draw media buyers' attention to the publication's audience loyalty. Needleman, Drossman & Partners created the ad campaign (budget: US $500,000), which targets media buyers and planners who have bypassed Reader's Digest – which once had a circulation of 18 million and is still the highest circulating magazine worldwide at 11.9 million – in favor of trendier magazines with younger audiences such as Maxim and Cosmopolitan. Selecciones Readers Digest, Reader's Digest's Spanish edition, which is published in 10 different countries, decided not to pursue this strategy. “Although we share the same parent company and the same editorial mission – to empower our readers through a general interest format – we often act independently,” Elizabeth Bradley, publisher of Selecciones, told Portadatm, adding that “Selecciones has pursued its own trade messaging in order to highlight the power of the Hispanic market and our unique connection to our readers. The campaign focused on our strength of tradition in the market, as well as our dynamic story of growth, both ad and consumer driven.”
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