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<atom:link href="http://adage.com/article/media/reader-s-digest-bankrupt-iconic-publisher-falters/239879/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: Reader's Digest Is Bankrupt (Again) as Iconic Publisher Falters]]></title>
<link>http://adage.com/article/media/reader-s-digest-bankrupt-iconic-publisher-falters/239879/#comments</link>
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<ttl>120</ttl>
<description><![CDATA[The company expects to have about $100 million in debt when it exits Chapter 11 this time around, an 80% reduction.]]></description>
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<title><![CDATA[By: ]]></title>
<link>http://adage.com/article/media/reader-s-digest-bankrupt-iconic-publisher-falters/239879/#comments-108301</link>
<description><![CDATA[I can&#039;t say this is all that surprising. I didn&#039;t even realize Reader&#039;s Digest was still around. Frnakly, I don&#039;t think their flagship brand (which also comprises 49 of the 75 titles they publish) holds any relevance in today&#039;s world. They can keep limping along with small, evolutionary changes, but for them to have a real shot, they need to do something more drastic to redefine themselves for the new age. 

As an example, I&#039;d cite Old Spice. It was pretty much just &quot;grandpa&#039;s cologne&quot; until 2007, when the &quot;Experience&quot; campaign launched with Bruce Campbell. That was the beginning of redefining the brand to be relevant to a new generation. Reader&#039;s Digest needs to do something on that scale. With everyone and their uncle generating content on a daily basis, the brand has to find a way to matter.

www.201proof.com | www.JeffGreenhouse.com]]></description>
<pubDate>Tue, 19 Feb 2013 06:16 EST</pubDate>
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