Reader’s Digest is building a creative business solutions team to
develop revenues from marketing its database.
Sharon Jupp, formerly of The Independent, is to head the unit and will
work with business development manager Flora MacMillan.
The move is designed to further exploit Reader’s Digest’s extensive
database, which it claims is one of only two commercial databases in the
UK to include the electoral register. Marketing initiatives already
generate more than pounds 1 million of revenue.
The database enables separate editions of Reader’s Digest to be produced
with advertising targeting specific demographic groups.
A recent deal with Kellogg’s provided the cereal manufacturer with a
free product trial, reader research and increased in-store sales.
Pharmaceutical companies are being invited to use the reader health
information held on the database.
Commercial director Victoria Scott said: ’Uniquely for a magazine, we
hold a range of data on 98 per cent of our core audience, which can be
extremely valuable to clients. The new unit is a response to the huge
growth in these non-traditional areas of revenue.’