READER'S DIGEST ASSN. TAPS ROSSI FOR INTEGRATED EFFORTS: GOAL: MAKE USE OF HUGE DATABASE

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Reader's Digest Association last week hired Dominick Rossi, a former president of N.W. Ayer & Partners, New York, as VP-director of integrated marketing programs.

In the new post, Mr. Rossi is charged with helping RDA capitalize on its 72 million-household database, one of the biggest in publishing.

Mr. Rossi since late 1995 has been one of two partners at Strategem Group, a consultancy he founded, and has acted as interim CEO at Relationship Marketing Group, a company developing programs to join manufacturers and grocery stores in targeting shoppers' households.

At RDA, Mr. Rossi will handle marketing programs across its five titles-which now include recently acquired Walking Magazine-and its QSP fund-raising division.

RDA PROGRAMS WITH GM

RDA currently is working on integrated programs for General Motors Corp. and exploring programs for advertisers that want to reach the seniors market. One idea the company may focus on in this market is to turn its not-for-profit large-print edition of Reader's Digest into a niche consumer magazine.

The decades-old edition has 600,000 in circulation but is not advertiser-supported.

"We may be launching Reader's Digest as a large-type [ad-supported] edition," said Greg Coleman, VP-general manager of RDA.

He said it will probably be six months before a final decision is made on that project since pricing, distribution and other launch aspects are still under

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