Reader's Digest launches Asia branding drive

<p>HONG KONG: Asia's biggest selling title Reader's Digest has </p><p>launched its first branding campaign in years to build a sharper image </p><p>for the general interest publication. </p><p><BR><BR> </p><p>The consumer and trade campaign broke early this month and plays up the </p><p>title's essence of "being good for readers and society", according to </p><p>associate publisher Peter Jeffery. </p><p><BR><BR> </p><p>The TV-led campaign is supported by print. Jeffery said the title was in </p><p>the unusual position of having an Asia-wide circulation of 1.2 million </p><p>subscribers, but still suffering from low awareness because it was a </p><p>general interest read. </p><p><BR><BR> </p><p>Developed by M&C Saatchi Hong Kong, the branding campaign highlights the </p><p>goodness to come from reading Reader's Digest, with visuals showing it </p><p>as box of cereal and vitamins. </p><p><BR><BR> </p>