'Reader's Digest' selects DKC to revive its brand

NEW YORK: The Reader's Digest Association (RDA) selected DKC as AOR for its Reader's Digest title and corresponding Web site, focusing immediately on brand revitalization, media outreach, and content distribution.

NEW YORK: The Reader's Digest Association (RDA) selected DKC as AOR for its Reader's Digest title and corresponding Web site, focusing immediately on brand revitalization, media outreach, and content distribution.

DKC and Reader's Digest declined to provide specific strategy, but a DKC source speaking on background said it will promote reoccurring features and columns from the magazine, including the Make it Matter program - which raises money for local philanthropists through the nonprofit RD Foundation - to national media. It also aims to expand readership through promotion of its revamped Web site (http://www.rd.com/).

"We're not changing the DNA of the magazine, that remains to be about positive stories, need-to-know information, humor, and celebrating the human spirit," said Ellen Morgenstern, director of PR for RDA. "[DKC has] extensive experience building brands, and we think they're a good fit."

DKC previously worked for RDA on the October 2005 launch of Every Day with Rachael Ray.

RDA issued an RFP in early March, and the two-round review process included seven candidates and three finalists, though Morgenstern declined to name the agencies. The terms of the agreement were not disclosed either.

The magazine's former AOR, Susan Magrino Agency, was invited to pitch, but did not, Morgenstern said. SMA left the Reader's Digest communications team on good terms, Allyn Magrino, the agency's president, said, via e-mail.

RDA reviewed its AOR agreement after new management took over the magazine, Morgenstern said.

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