READERS DIGEST

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READERS DIGEST
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CONTENTS or AGENDA
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EDITORIAL
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READERS DIGEST EDITORIAL MISSION

• EVERY MONTH, READERS DIGEST
• Highlights social issues of concern to all
  Canadians
• Celebrates courage and achievement of ordinary
  people doing extraordinary things
• Tickles the funny bones of Canadians with
  humourous jokes, witticisms, and anecdotes
• Helps readers take charge of their lives with
  practical, credible advice

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READERS DIGEST EDITORIAL MISSION

• CANADAS MOST TRUSTED MAGAZINE BRAND
• Every statement of fact in every article and in
  every anecdote is double-checked with
  authoritative sources
• Each month our magazine research team verifies
  more than 12,000 facts
• Our unfailing dedication to accuracy and detail
  makes Readers Digest the most read and most
  trusted magazine in Canada

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EDITORIAL
Inform, Inspire, Entertain Empower
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EDITORIAL
Inform, Inspire, Entertain Empower
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ENGAGING CANADIANS
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REACH OUT AND ENGAGE CANADIANS

• The 1 Paid circulation magazine in Canada

(000s)
ABC measured. Source ABC June 2006
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REACH OUT AND ENGAGE CANADIANS

• The 1 Audience magazine in Canada

(000s)
Audience
High Interest Readers
English Adults 18. Source PMB 2006
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REACH OUT AND ENGAGE CANADIANS

• The 1 Spending power magazine in Canada

(billions)
Source PMB 2006 Stats Canada
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REACH OUT AND ENGAGE CANADIANS

• The 1 Engagement magazine in Canada

(000s)
High Interest Readers, English Adults 18 Source
PMB 2006
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REACH OUT AND ENGAGE CANADIANS

• The 1 Trusted magazine in Canada

Source Roper Reports, Canada Winter 2006 18
of English Canadians indicated Readers Digest
when asked the following open-ended questions A
trusted magazine is one that you believe is
trustworthy and credible with a good reputation.
When you think of magazines, which ONE magazine
do you personally trust the most.
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TARGETED EDITIONS
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FAMILY EDITION
The Readers Digest Family Edition allows you to
engage 4.2 million Canadians under 55.

• Readers Digest
• Is trusted and read by more parents than any
  other magazine in Canada
• Shares your brand message with the parents of 3.2
  million kids
• Source PMB 2006

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FAMILY EDITION

• FAMILY REACH ENGAGEMENT, AGE 18 54

(000s)
Audience
High Interest Readers
Source PMB 2006 HH with Kids
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MATURE EDITION

• The Readers Digest Mature is trusted and read by
  1.7 million Canadians aged 55, more than any
  other magazine in Canada.

• Readers Digest reaches
• More mature Canadians (55) with more spending
  power
• More wealthy, physically active Canadians aged 55
  - 64
• Source PMB 2006

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MATURE EDITION

• MATURE REACH ENGAGEMENT, AGE 55

(000s)
Audience
High Interest Readers
Source PMB 2006
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FOOD NUTRITION
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FOOD NUTRITION

• Readers Digest households spend 400 Million on
  food expenditures every week 21 billion yearly
• Readers Digest reaches 33 of Principal Grocery
  Shoppers who spend 150 on groceries in an
  average week
• Source PMB 2006 Statistics Canada

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FOOD NUTRITION

• PRINCIPAL GROCERY SHOPPERS WHO SPEND 150 IN AN
  AVERAGE WEEK

(000s)
Audience
High Interest Readers
Source PMB 2006
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FOOD NUTRITION

• PARENTS WITH CHILDREN lt18 IN HOUSEHOLD

(000s)
Audience
High Interest Readers
Source PMB 2006
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FOOD NUTRITION

• The average food advertisement in Readers Digest
• Is noted by 71 of women 25 -54
• Generates a 12 Definitely will purchase score

• Delivers an ROI of 43 for every dollar invested

Source Starch Reports, September 2005 June
2006 Calculated for English Women Aged 25 54
only who said that they would definitely purchase
the brand as a direct result of seeing the
advertisement. ROI levels for Readers Digest
Total Readership would be significantly higher
than what is reported here.
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FOOD NUTRITION

• EAT, SHRINK BE MERRY
• Every month in Readers Digest, Eat, Shrink Be
  Merry features recipes from Janet and Greta
  Podleskis bestselling cookbooks, as well as
  original, lip-smacking, health-conscious recipes.

• Health, nutrition and lifestyle tips
• Personal and humourous anecdotes
• Janet Gretas wildly popular recipes

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FOOD NUTRITION

• LA BONNE TABLE
• La Bonne Table is our vibrant and contemporary
  food section found every month in Sélection du
  Readers Digest. This appetizing environment
  features new recipes, cooking tips, meal
  solutions, nutrition information, and healthy
  living advice

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BEAUTY
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BEAUTY

• Readers Digest households spend nearly 1
  Billion on Hair Care, Make-up/Skin Care, and
  Manicure/Fragrance products every year
• Readers Digest reaches 34 of readers who agree
  I like to change my appearance with cosmetics
• Source PMB 2006 Statistics Canada

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BEAUTY

• The average age of Readers Digest female readers
  is 46 years young!

Homemakers 48 Canadian Living 46 Readers
Digest 46 Chatelaine E 44
Source PMB 2006
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BEAUTY

• EXCLUSIVE READERSHIP WOMEN WHO SPENT 20 OR
  MORE ON COSMETICS IN PAST 30 DAYS

(000s)
Audience
Source PMB 2006
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BEAUTY

• AGREE I LIKE TO CHANGE MY APPEARANCE WITH
  COSMETICS

(000s)
Audience
High Interest Readers
Source PMB 2006
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BEAUTY

• The average beauty advertisement in Readers
  Digest
• Is noted by 72 of women 25 -54
• Generates a 13 Definitely will purchase score

• Delivers an ROI of 47 for every dollar invested

Source Starch Reports, September 2005 June
2006 Calculated for English Women Aged 25 54
only who said that they would definitely purchase
the brand as a direct result of seeing the
advertisement. ROI levels for Readers Digest
Total Readership would be significantly higher
than what is reported here.
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HEALTH WELLNESS
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HEALTH WELLNESS

• Readers Digest households spend over 4.5
  Billion on Health Care every year
• Readers Digest reaches 33 of Health Enthusiasts
• Readers Digest will deliver your message to more
  Health Care Professionals than any competitive
  magazine
• Source PMB 2006 Statistics Canada

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HEALTH WELLNESS

• 84.7 of subscribers Strongly Agree/Agree with
  the statement I trust the health information I
  read in Readers Digest.
• 70 of our subscribers state that articles in
  Readers Digest are second only to doctors as
  important sources of medical information.
• Annual studies consistently show that Readers
  Digest is the most trusted magazine in Canada
  generating high levels of confidence,
  credibility, and believability.
• Source Roper Reports RD Subscriber Study
  Canadian Facts IPSOS-REID

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HEALTH WELLNESS

• HEALTH ENTHUSIASTS

(000s)
Audience
High Interest Readers
Source PMB 2006
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HEALTH WELLNESS

• The average health advertisement in Readers
  Digest
• Is noted by 62 of women 25 -54
• Generates a 13 Definitely will purchase score

• Delivers an ROI of 41 for every dollar invested

Source Starch Reports, September 2005 June
2006 Calculated for English Women Aged 25 54
only who said that they would definitely purchase
the brand as a direct result of seeing the
advertisement. ROI levels for Readers Digest
Total Readership would be significantly higher
than what is reported here.
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AUTOMOTIVE
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AUTOMOTIVE

• Readers Digest households spend nearly 8.8
  Billion on Vehicle Purchase every year
• Readers Digest reaches 34 of New Vehicle
  Purchasers
• Source PMB 2006 Statistics Canada

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AUTOMOTIVE

• PURCHASED OR LEASED A NEW VEHICLE IN THE PAST YEAR

(000s)
Audience
High Interest Readers
Source PMB 2006
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AUTOMOTIVE

• The average automotive advertisement in Readers
  Digest is noted by 69 of women 25 -54
• If only 0.01 of those who saw the advertisement
  purchased the brand, this would represent a sales
  revenue of 4,015,800.

Source Starch Reports, September 2005 June
2006 Calculated for English Women Aged 25 54
only who said that they would definitely purchase
the brand as a direct result of seeing the
advertisement. ROI levels for Readers Digest
Total Readership would be significantly higher
than what is reported here.
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FINANCE
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FINANCE

• Readers Digest Households on average spend over
  5.4 Billion on RRSPs every year
• Readers Digest reaches 34 of owners of
  250,000 in securities savings
• Readers Digest reaches more customers of
  Canadas big five financial institutions than any
  other magazine More current customers more
  potential customers
• Source PMB2006 Statistics Canada

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FINANCE

• OWN 250,000 IN SECURITIES SAVINGS

(000s)
Audience
High Interest Readers
Source PMB 2006
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FINANCE

• The average financial advertisement in Readers
  Digest is noted by 59 of women 25 -54
• If only 0.01 of those who saw the advertisement
  purchased the brand, this would represent a sales
  revenue of 1,716,900.

Source Starch Reports, September 2005 June
2006 Calculated for English Women Aged 25 54
only who said that they would definitely purchase
the brand as a direct result of seeing the
advertisement. ROI levels for Readers Digest
Total Readership would be significantly higher
than what is reported here.
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RD LIVING
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RD LIVING

• Rd Living is a grab-bag of information brimming
  with the latest news, interesting tidbits, and
  useful facts on topics that matter most to our
  readers.

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RD LIVING
A favourite monthly destination, RD Living is
ideal for a quick hit on

• Health
• Money
• Pets
• Sports
• Travel

• Beauty
• Teens
• Parenting
• Entertainment
• Home

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VIEWS ON VALUE
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VIEWS ON VALUE

• Views on Value is an editorialized advertising
  column featuring Readers Digests own Ann Marie
  Lambert.
• Ann Maries credibility and friendly, personal
  style make Views On Value the closet thing you
  can get to word-of-mouth advertising.

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VIEWS ON VALUE

• Our readers enjoy Views on Value because it
  offers
• More information about a variety of products
• Helpful information on new products
• Interesting product information
• Source online Outlook Views On value Study, Fall
  2004 Starch
• Canada PMB 2006 Statistics Canada

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VIEWS ON VALUE

• 81 of readers say Views On Value is helpful as a
  buying guide
• 69 of readers say it explains features of the
  product better than ordinary advertising
• Reaches Canadian readers who spend 185 billion
  on goods and services every year
• Source online Outlook Views On value Study, Fall
  2004
• Starch Canada PMB 2006 Statistics Canada

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VIEWS ON VALUE

• ANN MARIE LAMBERT THEME PAGES

• You get the added impact of a full or half page
  ad dedicated to the benefits of your products.
• Ann Marie becomes a personal spokesperson who
  uses a testimonial style to educate consumers
  about your products unique qualities

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STRATEGIC OPPORTUNITIES
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POWER OF INVOLVEMENT

• Gives advertisers a forum to talk about the
  difference that they and their employees are
  making in our communities
• Shows consumers corporate Canada listens and
  cares
• Showcases corporate initiatives like cleaning up
  the environment, supporting amateur sports, and
  contributing on a grassroots level

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POWER OF INVOLVEMENT

• GIVE YOUR CAUSE A VOICE
• 93 of Canadians agree that corporations have a
  responsibility to help communities at a local
  level
• 82 of Canadians agree that they are more likely
  to buy products made by companies that support
  charities and good causes
• Readers Digest reaches more Opinion Leaders than
  any other magazine in Canada

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POWER OF ASSOCIATION

• Power of Association is a program that partners
  your product with a nationally recognized
  association so that together, they can
  communicate a message of mutual concern
• Creates an implied alliance between an adjacent
  third party credible source and your brand message

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POWER OF ASSOCIATION

• Research shows respondents are more than twice as
  likely to believe specific product claims when
  there is perceived support
• Respondents who saw a POA advertisement were
  222 more likely to say that it has the
  endorsement of an independent health group or
  organization than those who saw the single ad
  alone
• Respondents are 2.5 times more likely to believe
  specific product claims when they have been
  endorsed by an independent group
• Source RD POA Study 2002

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DATABASE MARKETING SOLUTIONS
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DATABASE MARKETING SOLUTIONS

• Readers Digest lets you take aim at your
  targeted consumers and reach them every time.
• Whether you need mass messaging or a tightly
  defined segment, our targeted database
  opportunities are ideal for engaging exactly the
  audience you want.

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VIEWPOINTS ON HEALTH

• Target your health product message directly to
  people who have requested information on their
  particular disease state.

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VIEWPOINTS ON HEALTHY LIVING

• Viewpoints On Healthy Living is a Readers Digest
  permission marketing database initiative designed
  to deliver relevant ailment specific health and
  lifestyle information to a targeted group of
  consumers

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SELECTIVE DISTRIBUTION
Selective Distribution offers advertisers the
opportunity to

• access our massive consumer database
• utilize our direct marketing expertise
• segment and target consumers based on affinities,
  demographics, and lifestyles.

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MARKETING SERVICES

• Our Marketing Services department understands the
  need for programs that meet the strategic needs
  of our clients. We provide quick, seamless
  creative development and approval processes to
  make your projects run smoothly. From turnkey
  programs to extended value, we offer
• Concept development
• Copy writing
• Design and art direction
• Project management
• Production services
• Contest development/management/fulfillment

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RESEARCH SERVICES

• Our Research department has long been recognized
  as a premier source to the advertising industry.
  We provide primary and secondary research to our
  clients on both an ongoing and ad hoc basis. Our
  research services include
• Customized studies
• Access to a wide variety of databases
• PMB, LNA, Roper Reports Canada, Starch,
  Environics Analytics, Statistics Canada
• Access to both the Canadian and International
  Readers Digest Marketing and Media research
  libraries
• ROI Studies

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BUSINESS SOLUTION
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CLIENT BRAND DATA

• BRAND USERS

Source PMB 2006
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CLIENT BRAND DATA

• BRAND USAGE

Source PMB 2006
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APPENDIX
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INSTRUCTIONS

• Custom Colours
• Brown R38, G19, B0
• Green R153, G204, B0
• Blue R102, G102, B153
• Mauve R204, G204, B255
• Pale Green R221, G255, B125
• Design Slides
• First Design no logo
• Second Design RD logo
• Third Design RD and Client logo
• Fourth Design RD and Client logo with
  presented by box on title slide