There Is A New Look--And Poignancy--In The Redesigned "Reader's Digest."

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January 2008 issue (see page 4) brings a new logo and Life Well Shared tagline in the much publicized makeover of the magazine that has been an American institution since 1922. "Digital"-looking cover clearly is reflective of Reader's Digest Association ceo Mary Berner and RDA Inspiration Group president Eva Dillon (both since March 2007) seeking a younger audience in the 10-million-to-8-million rate-base reduction.

Issue (current format is below left; new format, below right) is largely the creation of September 2001-through-November 2006 editor-in-chief Jackie Leo. That she was replaced on November 9 by More editor-in-chief Peggy Northrop was not a surprise, because Berner and Dillon wanted their own person, and everyone involved handled this with class (min, November 12 and 19, 2007). That continued with Leo's personal mailing of the January issue, where in her cover letter she writes of the new departmental features Characters (New York Times crossword maestro Will Shortz is profiled in January); Body, Fuel, Brain (health news); Guide ("The Perfect Body Myth"); and Extremes (number-crunching). Plus, Leo takes special pride in the Ryan Grim/Joseph Vetter-authored You've Been Had! How the Government Wastes Nearly $1 Trillion of Your Money [Taxes] Every Year.

It is expected that Northrop, who started November 26, will quickly put her own imprint on RD's appearance. She told min (November 19) that she has Berner's blessing, and, while at More, she upgraded frequently.

Recently hired RD (U.S.) vp/publisher Jeff Wellington (ex-Parenting/Babytalk) tells min that January's 58 ad pages are about +30% versus January 2007's 45. Further, the new RD logo will be on all international editions that use the name by March 2008. Several of the 51 use variations of Selections, like the en Espanol Selecciones (see story below).

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