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NEW YORK, Sept. 21 /PRNewswire/ -- The Reader's Digest Association, Inc. is launching a major new global initiative to bring its flagship iconic brand into the international digital arena, it was announced today by Eva Dillon, President, Reader's Digest Community. The company is rolling out a new Global Web Platform in more than 40 international markets including China, where the platform is scheduled to debut live this week. The launch is a key part of a wider digital monetization strategy that will see Reader's Digest leverage its branded content on a variety of platforms.
Dillon, the company's global steward for the Reader's Digest brand, said, "As one of the world's largest producers of original content, Reader's Digest continues its transformation in creating a global brand experience online. This new platform allows each of our international markets to focus on driving digital revenue via advertising sales and e-commerce, and creates a compelling online experience for new and existing customers."
The Global Web Platform is being developed by RDA Interactive (RDAi), the company's core digital team. The platform is launching in the following countries through the end of 2009 including: The Netherlands (in August), China (this week), followed by Portugal, Spain, Belgium (French and Flemish), Germany, Austria, Switzerland, Russia, Romania, France, India, Singapore, Malaysia, Philippines, Hong Kong, Brazil, Australia and more.
Content re-packaging is a key component of the Global Web Platform, and the company is looking to leverage its existing material as well as develop Web-exclusive content going forward.
Amy Radin, Senior Vice President & Chief Marketing Officer, RDA, to whom RDAi ultimately reports, said: "We have a wealth of high-quality content from our magazines and books and now have the ability to truly optimize this for the digital medium. The new global platform gives us the ability to create web original content, encourage user-submitted content and also explore new content mediums such as video."
The rollout complements the ongoing digital success enjoyed by the company's U.S. flagship site, www.readersdigest.com. Since January 2009, the site has posted record-breaking traffic and revenue gains. Unique visitors were up 82 percent to 2.5 million, and total page views climbed 102 percent to 12 million versus last year. Digital advertising revenues are up by over 60 percent with more than 40 new advertisers, which include brands such as Proctor & Gamble, Campbell's, Unilever and Frito Lay.
Reader's Digest Association is a global multi-brand media and marketing company that educates, entertains, and connects audiences around the world. The company builds multiplatform communities based on branded content. With offices in 44 countries, it markets books, magazines, and music, video, and educational products reaching a customer base of 130 million and sold in 78 countries. It publishes 94 magazines, including 50 editions of Reader's Digest, the world's largest-circulation magazine, operates 65 branded websites generating 22 million unique visitors per month, and sells approximately 40 million books, music, and video products across the world every year. Its global headquarters are in Pleasantville, New York.
