Media Road Test: Reader's Digest

The relaunched Reader's Digest has a redesigned logo, celebrity contributors including Julie Burchill and Stephen Fry, and more original content.

- What's in it for readers?

It still has a strong appeal for the core audience of over-50s, but has widened its offer with the diary of an anorexic teenager and a piece by Jemima Khan. Once famous for its abridged reads, the title now emphasises original content, and readers can submit jokes and stories. Online, the mag is reproduced in full for subscribers, with interactive quizzes and a video letter from the editor.

- What's in it for advertisers?

Reader's Digest has retained its handbag-size format, keeping the ads on the small side. It carries several ads and ad features with direct-response coupons for Princess Cruises, Sandals resorts and the Open University. The appeal is for brands targeting older consumers such as Bovril and Nytol. At the back, tiny ads promote psychics, the Corby trouser press and an Irish cloak maker. Readers can respond via the Reader Information Service, online or by post.

This article was first published on Marketing