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Facelift for pocket-sized publication
The South African edition of Reader's Digest magazine has undergone a facelift and the June 2007 issue sports a new cover design as the first step in repositioning the magazine for the broader SA middle class. The new look, unique to the SA version, was created as a result of quantitative research conducted by Research Surveys in March 2007.
“While Reader's Digest is the world's most widely read magazine, and occupies a unique position within the market, we realised that we needed to increase the local content to make the magazine locally relevant and also give it a contemporary feel. Our latest cover design reflects this and also gives a fresh new look to an old classic,” says assistant publisher Lynn Ferreira.
A range of cover looks were tested on a group consisting of current and potential Reader's Digest magazine buyers. The look that has been adopted by the magazine was the test group's overwhelming favourite.
The new cover design features a bold red Reader's Digest logo set against a prominent white top panel. This is a significant departure from the past, and aims to make readers and advertisers take notice.
The words “South African” have been included in the masthead to differentiate the magazine from its international editions and to reinforce the fact that the magazine includes an increased level of local content.
Subscribers will be the first to sample the new-look June issue and the magazine will be promoted in retail through special counter stands in CNA and Exclusive Books as well as through point of sale promotional material.
Reader's Digest is published by Media24, which took over the license to publish the magazine from Heritage Publishing in November 2005. This distinctive pocket-sized publication specialises in carefully researched and expertly written articles of lasting interest and enduring significance.
