Reader's Digest revamps set-up

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