Reader's Digest revamps set-up

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."

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