Case Studies - Reader's Digest

Following modernisation of its monthly magazine, Reader’s Digest enlisted Millennium’s help to recruit a new, younger generation of subscriber.

Instead of the incredibly elaborate and costly prize draw mail packs which had gone some way to eroding the credibility of the title, our approach was to produce a much simpler one-piece mailer where the new magazine itself was the hero. We reproduced arresting front covers featuring celebrities and replaced the mastheads with phrases reflecting the new content – such as Re-igniting Debate and Refreshingly Different. Inside, there were actual examples of the fresh editorial content of the NEW Reader’s Digest, clearly demonstrating that it was relevant to the lives of people in their fifties and early sixties. The offer of 3 trial issues for just £1 if a Direct Debit mandate was signed proved too good a proposition to resist.