RDA Delays Best You Launch Indefinitely

Reader’s Digest Association has indefinitely delayed plans to launch Best You, a healthy lifestyle magazine, citing the soft ad market.
“Best You is a concept that has resonated with consumers,” said Eva Dillon, president of Reader’s Digest Community, the unit that was overseeing the fledgling title. “We strongly believe Best You will fill a void in the marketplace when we launch it in a more robust spending environment.”
With its flagship Reader’s Digest shrinking its circulation and frequency, RDA had pinned big hopes on the ad prospects for Best You. Best You was patterned after a similar magazine RDA previously launched in Canada. It was supposed to launch in the U.S. as a quarterly with a rate base of 400,000.
Peggy Northrop, the editor of Reader’s Digest, was working on an April relaunch of the magazine, which published two test issues in 2009.
No one was laid off as a result of the decision to delay the launch, as Best You was being produced by Reader’s Digest staff.