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STEVE COHN
With the 10-Million-to-8-Million Rate-Base Reduction, JANUARY 2008'S NEW READER'S DIGEST WILL REMAIN JACKIE LEO'S MAGAZINE. First major strategic move--outside of personnel--by Reader's Digest Association president/ceo Mary Berner in her four-month reign is to target RD to younger readers with a total editorial overhaul. Made us wonder whether Berner and hired-in-March RDA Inspiration Group president Eva Dillon (a past TV Guide/Glamour/Jane/Cookie exec under Mary) were in sync with Leo, who was a September 2001 hire of the Tom Ryder/Eric Schrier ancien régime--and an editor-in-chief since launching Child in 1986. "Jackie's in charge and she's chomping at the bit to 'open up' RD," says Dillon. "We are working very closely together."Circ drop will be done, in Dillon's words, "naturally. We are going to sharply reduce our mailing to potential subscribers"--unless, of course, they happen to be 30-somethings. RD's Mediamark Research Inc.-measured median age is typically 50-something. "RD" rate base 10 years ago: 15 million.
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