Reader's Digest Association Launches New Brand
Reader’s Digest Association (RDA) has launched a new brand platform that focuses on holistic health called Best You. Peggy Northrop will lead the venture, which targets women 35 and over and features a book imprint, a website, a daily e-newsletter, and digital publications. Lucia Moses at AdWeek says Best You is a direct reaction to the struggles of Reader’s Digest:
The brand also represents RDA’s efforts to shift its emphasis away from its flagship, Reader’s Digest, which has struggled to define itself at a time when general interest publications are on the wane.
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