RDA Eyes Women With Holistic Health Brand

Reader’s Digest Association is aiming at the 35-plus women’s market with a new, holistic health brand it hopes will resonate with new year’s resolution makers.

Best You will take the form of a daily e-newsletter, Web site (mybestyou.com), special interest newsstand and digital pubs, and book imprint. The brand will dive into food, health, beauty and lifestyle topics.

The brand also represents RDA’s efforts to build other revenue streams outside of the flagship, Reader’s Digest, which has struggled to define itself at a time when general interest publications are on the wane. RDA emerged from a prepackaged bankruptcy earlier this year and has cut the frequency and circulation of Reader’s Digest to reduce expenses.

RDA originally tested Best You as a health magazine, but scrapped plans for a fuller rollout earlier in 2010, when ad spending was still uncertain.

It’s helmed by Peggy Northrop, the global editor of Reader’s Digest and past editor in chief of lifestyle magazine, More, also aimed at older women.