*Reader's Digest Announces Membership Clubs Program

Share this article:
NEW YORK - Reader's Digest Inc. Chairman/CEO Thomas Ryder yesterday said his company would begin offering its readers subscription-based club memberships to help bolster its operational profits. The clubs will target readers with special discounts on products and services


He made the announcement while delivering his keynote speech here yesterday at the Direct Marketing Days conference, which wraps up today.


Ryder said his publishing/direct marketing firm's operational profits from 1999 was $250 million, but it planned on that figure exceeding $500 million by 2004, while expanding its marketing ventures with initiatives like the membership clubs.


The clubs will focus on the subjects of home, health, family, personal finance and faith. Digest's customer database will determine what club will be offered to each reader. The customers will then be offered a discount for a product or service in that area in exchange for an annual membership fee.


"We expect to come to agreements with companies offering products or services that will interest our consumers," Ryder said.


Keira Kuhs, director of new business development for Reader's Digest, said the clubs would likely be promoted through telemarketing efforts and possibly some advertising within the firm's six periodicals. She was unable to comment on prices for the memberships.


"The revenue model for the clubs is totally based on subscription fees," Kuhs said. "With this program, we want to expand our marketing initiatives within our already established customer base, and also reach new customers."
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.

A Toast to Marketing Attribution

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.

Q&A: When (and How) to Bust Down the Data Door

Q&A: When (and How) to Bust Down the ...

Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.