The Reader's Digest Association, the direct mail and publishing giant, announced a deal yesterday with the William Morris Agency to expand its brands into new entertainment distribution channels including television, radio and motion pictures.
William Morris, Los Angeles, is expected to execute entertainment-based marketing and business initiatives in three areas: original television and radio programming, cross-promotional marketing and new business ventures.
Reader's Digest, Pleasantville, NY, reportedly aims to be on TV regularly. Ideas discussed include a Reader's Digest weekday show, either in a talk show format or a magazine format that draws on the publication's content, as well as made-for-TV movies.
William Morris will ally with writers, directors, producers and others who will work with Reader's Digest to create that programming. The agency also will develop new revenue-generating business opportunities between Reader's Digest and relevant media and entertainment properties. And it will create cross-marketing and promotional opportunities for various Reader's Digest properties.
