According to Mediaweek, big happenings
are afoot in Pleasantville. Yes, the venerable Reader's Digest, whose average reader is just over 50, will now set its sites on a younger, hipper audience. Part of this strategy involves diversification: RDA is launching a new magazine, Every Day With Rachel Ray, on October 25, built around the popular Food Network personality. But there are also plans to jazz up the flagship, which may not ring a bell with the Metamucil generation:
Meanwhile over at Reader’s Digest, the monthly recently began carrying younger-skewing brands, such as Fruity Pebbles cereal. And its December issue will feature 24-year-old pop star Alicia Keys on the cover.
Full disclosure: Reader's Digest was the first place I ever submitted anything for publication. I was 10, and sent in what I thought were some excellent contenders for "Laughter, the Best Medicine." No dice. Still, I wish them well with their youth-skewing efforts. Twinkle twinkle, baby!