Reader’s Digest Association Trims Flagship, Eyes Niches
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While making massive cuts in the size of its flagship, Reader’s Digest Association is making a bigger play for mature women as it shifts its focus from mass to niche audiences.
Reader’s Digest will cut its rate base to 5.5 million in February 2010 million from 8 million and reduce its frequency to 10 from 12 issues a year. At 5.5 million, the rate base will be almost a third of its 15 million level in 1999.