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Reader's Digest Shifts to the Right

Struggling magazine aims for new niche market

By Evann Gastaldo,  Newser Staff

Posted Jun 19, 2009 8:56 AM CDT
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(Newser) – Reader's Digest is no longer going after Middle America, reports the New York Times. Instead, the slimmed-down magazine will be "aiming a little more to the right," hoping to carve out a niche among conservatives, writes Stephanie Clifford. “It’s traditional, conservative values: I love my family, I love my community, I love my church,” says the magazine's president.

That means celebrity profiles and how-to features are out; inspiring stories about spirituality and military life are in. The change comes about following Digest’s 2007 acquisition; seasoned publishing alums are now in charge. “It’s not as cynical as you think,” says the president. “I guess it sounds cynical if you believe that to run a business to make money is cynical. But that’s what I’m paid to do.”

Purpose Driven Connection, a subscription membership magazine from Pastor Rick Warren produced with publisher Reader's Digest Association Inc., is one of the magazine's new conservative ventures.
Purpose Driven Connection, a subscription membership magazine from Pastor Rick Warren produced with publisher Reader's Digest Association Inc., is one of the magazine's new conservative ventures.   (PRNewsFoto/The Reader's Digest Association Inc.)
Reader's Digest reveals global presidential poll results.
Reader's Digest reveals global presidential poll results.   (PRNewsFoto/Reader's Digest)
Reader's Digest is leaning more toward the right, reports the New York Times.
Reader's Digest is leaning more toward the right, reports the New York Times.   (Flickr)
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As far as I’m concerned, I don’t care what the religion is, what the spirituality is, as long as it’s legitimate, there’s a built-in community and it’s global. - Mary Berner, president and chief executive of Reader’s Digest Association

We don’t choose our partners to change the world, we choose them because we’re running a business. I guess it sounds cynical if you believe that to run a business to make money is cynical. But that’s what I’m paid to do. - Mary Berner

Magazines and cable channels are trying to figure out what they can add to the mix. A lot of them will aspire to do that around ideology, because it’s the easiest way, the simplest way, to organize an audience. - Tom Rosenstiel, director of the Project for Excellence in Journalism

It’s not as cynical as you think. It’s an unabashed commitment to and focus on a market that’s ignored but is incredibly powerful. - Mary Berner, president and chief executive of Reader’s Digest Association

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COMMENTS
Showing 3 of 13 comments
brawne
Jun 20, 2009 9:08 AM CDT
A Reader's Digest in your doctor's office is equal to spotting your plumber in a Bentley.
Robert_Dada
Jun 19, 2009 8:05 AM CDT
And as for Reader's Digest corporate health, well in January, The Street.com published the following: "Reader's Digest Association Inc. said Wednesday it will cut about 280 jobs, or 8% of its global work force, and implement other cost-cutting measures. The job cuts will leave RDA with about 3,220 full-time employees. The company's "Recession Plan" also calls for asking employees to take some unpaid time off through fiscal 2010 and suspending matching contributions to retirement plans. Reader's Digest said it plans to book a charge against its earnings in its fiscal third quarter to reflect the cost of the job cuts." - Nuff said.
Robert_Dada
Jun 19, 2009 8:01 AM CDT
"You also hate that there are millions more of us than of you." - And yet, your side got clobbered during the last election. Unless these 'millions more' you speak of are all under 18 years of age, I think, once again, you are talking nonsense.

Publishing frequency reduced from 12 to 10 times per year
Associated Press

Move intends to 'satisfy consumers' changed media appetite for easily digestible content'
PRNewswire

 
media • conservative • American media • right-wing media • magazine industry • Reader's Digest • conservative media

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