HONG KONG: Reader's Digest has restructured its regional operations in a
move to capitalise on its strength as Asia's largest circulating
title.
As part of the restructuring, the magazine has promoted its regional
advertising director Peter Jeffery to associate publisher for Asia.
Jeffery said the restructuring gives greater autonomy to Reader's
Digest's three editions, which have appointed their own in-country
advertising sales chiefs.
"This has relieved some of the responsibilities of my previous role,
which will allow me to concentrate on bigger-picture priorities," said
Jeffery, but he added that he would still direct the advertising sales
function.
The bigger picture priority will involve capitalising on Reader's Digest
being "the single biggest magazine in Asia". Circulation figures for the
six months ending December 2000 put Reader's Digest's total circulation
for its English, Chinese and Thai editions at 740,000, against 682,000
copies for the same period in 1999.
"We really want to focus on telling the success story of Reader's Digest
in Asia," said Jeffrey, adding this would help the title achieve
aggressive targets set for circulation, advertising sales and
geographical coverage for the next three years.
To spearhead the circulation drive, the title has appointed Cara
Schlanger as its Australia-based circulation marketing director for
Asia, Australia and New Zealand.
"The challenge for us is how far we can grow circulation so that our
advertising rates will become more cost-effective."
