Reader's Digest Will Market Personal Finance Tool

The Reader's Digest Association Inc. said yesterday that it will market a personal finance program from AMS Direct, a multichannel marketer of self-improvement products and services.

Pleasantville, NY-based Reader's Digest will endorse the program and provide database targeting and segmentation as well as creative direction for marketing the product to its database.

This is the latest Reader's Digest initiative in the financial arena. Other recent moves include agreements with The Vanguard Group, GE Capital Assurance, Liberty Mutual, Pethealth Inc., Physicians Mutual Insurance Co. and Bank One.

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