Reader’s Digest magazine, the most widely circulated magazine in the world, is launching a new bound-in section for its UK edition to boost circulation and advertising revenue.
The section, called Essence, is aimed at under-50s with families and will launch in September. The title will be mailed to 500,000 of Reader’s Digest’s 1,268,000 subscribers who fit the younger demographic profile.
Reader’s Digest publisher Joanna Reynolds says: “We have an unrivalled database. This allows us to target certain groups of people within our circulation. Advertisers now have access to the markets they want and we can guarantee no wastage.”
Editorial for the section will include information on health and beauty, food, travel, finance, interiors, child care and entertaining.
Reader’s Digest’s circulation has fallen year on year by about five per cent due to an increase in competition and a failure to attract a younger readership. Last year, the magazine was revamped and the trademark contents page taken off the front cover.
The US-based parent, the Reader’s Digest Association is hoping to make savings of US$350m (UK209m) over the next three years and is expanding into areas such as financial services and insurance products.