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Reader’s Digest Association is reaching for a younger demographic with a new magazine, Every Day with Rachael Ray, a bi-monthly named after the Food Network star - who is also the magazine’s editor in chief - and targeting women ages 20-30, Mediaweek reports. The magazine will be “very different for Reader’s Digest,” said Laura McEwen, vp, publishing director for RDA. Content will focus on travel, product picks, entertaining, and recipes, with eye-popping photography, vibrant colors, and Rachael Ray’s hallmark spunky personality.
The new magazine will have a rate base of 350,000, a website, and a line of Rachael Ray-branded apparel and cookware. Cross-promotions will include advertising by the Food Network in the magazine, and Every Day spots on cable.
The more youthful take is already helping to draw new advertisers to Reader’s Digest Association’s titles. Kodak created a four-page pop-up ad in Every Day, and Reader’s Digest has gained some younger skewing brands such as cereal Fruity Pebbles. This could be good news for the business: Reader’s Digest saw ad pages fall through October by 2.5 percent, to 863, compared to the year before, according to Mediaweek Monitor.
RDA is also launching several other new titles, including a women’s service monthly targeting 30- to 50-year-olds, a home monthly, and a number of newsstand-only quarterlies. One of the quarterlies will be a high-end, digest-sized food magazine with recipes that are easy to make and nice to look at. It, along with the other quarterlies, will have a distribution of about 600,000.
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