A direct mail effort to media planners is part of Reader’s Digest ‘s first ad campaign in 10 years, targeting advertisers it hopes to lure into the company’s flagship magazine’s pages.
The campaign, launched earlier this week, features the tagline “Get Involved” and plays up the publication’s 40 million-deep U.S. readership base. Print ads will appear in publications such as Advertising Age, Adweek, Mediaweek, Brandweek and The Advertiser through June 30, as well as on phone kiosks in New York.
In one ad, an attractive young couple is pictured behind the headline, “If we got any closer to our readers, we’d need a pre-nup.” In another, a young professional dines at a coffeehouse reading an issue behind the headline, “If we got any closer to our readers, they’d be finishing our sentences.”
As part of the campaign, Reader’s Digest will offer members of the media community a chance to write copy for future ads and win a weekend at a hotel by completing the “If we got any close to our readers … ” phrase. The contest will reach advertisers via Adweek.com, Adage.com and mailings.
The direct mail effort to media planners is slated to drop later this month and in June, said Susan Brown, a Reader’s Digest spokesperson. The mailing will utilize the four different creative approaches being featured in the campaign.
“Get Involved” was conceived and created by Needleman, Drussman & Partners, with creative by Bob Needleman and copy by Neil Drussman.
Revenues for Pleasantville, NY-based Reader’s Digest Association were $2.4 billion for the fiscal year ended June 30, 2002.
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