Reader's Digest to begin sampling campaign as it aims to grow readership by 200,000
An extensive consumer sampling campaign has been launched by Reader’s Digest as it aims to increase its circulation by 200,000.
Starting tomorrow (9 November) the magazine will distribute free copies of its 160-page issue as it aims to grow its circulation numbers from just over 400,000 to a target of 600,000, the largest sampling campaign it has ever undertaken.
The campaign is part of the strategy to revitalise the publication, having last month announced the appointment of David Titmuss as CEO, as well as three other management appointments following its administration in February.
The sampling will take place at key transport hubs including tube and train stations in London, Birmingham, Manchester and Leeds and will be managed by The Network, which currently distribute Sport magazine and The Evening Standard, making up 15% of its July-December circulation.
An A4 backboard will also be introduced within newsstands in order to make the magazine achieve greatest standout, while the increased size will also appear from next week’s December issue.
David Titmuss, said: “I joined Reader’s Digest to significantly grow the business. Our research has shown that when people try a copy of the magazine they really like it. Over the next eight years there will be 1.1m more 45-59 year olds and this audience is our sweet-spot. Therefore our newsstand and sampling activity is designed to ensure that the magazine reaches as many of our target audience as possible.
“No other media owner has stated such bold growth targets, but then few of them are in the position of having a product and brand as strong as Reader’s Digest. We hope that our new readers enjoy the magazine and go on to become regular subscribers.”
Gill Hudson, editor-in-chief of Reader’s Digest, added: “This really is a watershed moment for Reader's Digest. We have been working hard to evolve the magazine over recent months to ensure that it is as engaging and relevant to our target audience as it possibly can be. I’m excited that this activity will allow us to get the magazine into more people’s hands every month, and I look forward to welcoming new readers into the fold.”