Reader’s Digest drops prize draws to boost readership

Feather Brooksbank has won a £1.5m media planning and buying project for Reader’s Digest which moves the most widely circulated magazine in the world away from prize-draw promotion.

Feather Brooksbank has won a &£1.5m media planning and buying project for Reader’s Digest which moves the most widely circulated magazine in the world away from prize-draw promotion.

Reader’s Digest is suffering from a declining UK circulation and needs to attract younger and more committed subscribers. According to the latest figures from the Audit Bureau of Circulations, the magazine has a circulation of 1,250,134 for the six months ending June, down 10.1 per cent year-on-year.

The magazine has traditionally relied on direct mail prize draws to attract readers. But in an attempt to rejuvenate the product, US parent company Reader’s Digest Association is looking for new methods of recruiting subscribers. Feather Brooksbank has put together a multimedia campaign spanning DRTV, door drops, radio and off-the-page to drive response in a non-prize draw push. Oxford-based agency Draft Worldwide handles the creative account.

“We are trying to get people that are more switched on to the product, committed readers, rather than people who just like to enter prize draws,” says Feather Brooksbank group account director Gary Parkes.

Reader’s Digest circulation manager Denise Richmond says: “As part of our global magazine strategy, we are exploring other channels, which will ensure that we take a comprehensive approach to reaching new subscribers.”

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