NEW YORK: Reader's Digest has hired Dan Klores Communications to publicize a new business positioning to be unveiled in upcoming months.
As part of the repositioning, the magazine will hire an advertising agency, mount a trade PR campaign, and get involved in events affiliated with the food, beauty, healthcare, and automobile industries, according to VP and publishing director Laura McEwen.
"The Reader's Digest reader is every reader," she said. "Reader's Digest has an image of being about America, about Americana, but I think we want to break that into the multi-generational picture, to take it from being something broadly American to something more defined."
Best-known as the world's most widely-read magazine with about 40 million monthly readers and as a repository for diet tips and tales of bravery, the magazine has in recent years undergone a shift in editorial focus to appeal more to younger readers.
Its parent company, Reader's Digest Association, based in Pleasantville, NY, has been in the midst of a reorganization that led to layoffs last year. Its flagship magazine's circulation is a little over 11 million, down from 16 million just over a decade ago.
"We reach readers in their 20s and all the way up into the 70s," McEwen said. "We have a large and powerful readership that can really make an impact."