This is the largest programme of sampling the magazine has ever embarked upon.
Commencing on the 9th November, Reader’s Digest will distribute free copies of the complete 160 printed page November issue of the magazine to a targeted group of consumers aged 45-60. The sampling will take place at key transport hubs including tube and train stations in London, Birmingham, Manchester and Leeds. The Network, who currently distribute Sport magazine and The Evening Standard will manage the distribution. The sampling activity will account for 15% of the magazine’s July-December circulation and has been verified to comply with ABC regulations.
From Tuesday, the magazine will take a more prominent position on the newsstand with the introduction of an A4 backing board. The increased magazine size and backing board will appear from the December issue which will be in newsagents next week.
The sampling and newsstand activity will be ongoing from Tuesday 9th November.
David Titmuss, CEO of Reader’s Digest said: “I joined Reader’s Digest to significantly grow the business. Our research has shown that when people try a copy of the magazine they really like it. Over the next eight years there will be 1.1m more 45-59 year olds and this audience is our sweet-spot. Therefore our newsstand and sampling activity is designed to ensure that the magazine reaches as many of our target audience as possible.
“No other media owner has stated such bold growth targets, but then few of them are in the position of having a product and brand as strong as Reader’s Digest. We hope that our new readers enjoy the magazine and go on to become regular subscribers.”
Gill Hudson, Editor-in-chief of Reader’s Digest, added: “This really is a watershed moment for Reader's Digest. We have been working hard to evolve the magazine over recent months to ensure that it is as engaging and relevant to our target audience as it possibly can be. I’m excited that this activity will allow us to get the magazine into more people’s hands every month, and I look forward to welcoming new readers into the fold.”
Last month, Reader’s Digest announced the appointment of David Titmuss as CEO and a further three appointments to the management team.
Reader’s Digest went into administration in April 2010 due to a pension debt. However, through a subsequent management buyout and £13m investment from venture capitalist firm Better Capital, the licence to publish Reader’s Digest was acquired by the newly established VIVAT. Throughout the transition phase, say the publishers, the magazine successfully delivered against its agreed publishing schedule and continued to be enjoyed by its loyal subscriber base of over 403,000 (copy sales ABC Jan–June 2010).
