Reader's Digest UK pours £3m into marketing campaign

200,000 copies of its November issue will be given out at major train stations.

Reader's Digest UK will kickstart a £3m marketing drive starting from Tuesday, when 200,000 copies of its November issue will be given out at major train stations including London, Birmingham, Manchester and Leeds in a bid to boost circulation.

The magazine's UK edition, which collapsed into administration this year because of its pension deficit was bought by private equity group Better Capital for £1m and moved under Vivat -a new parent company created to publish the magazine.

RD hopes to increase circulation by 200,000 to 600,000, as it focuses on appealing to a 45-59 year old readership, a demographic "sweet spot" according to company chief executive David Titmus.

Titmus who is aiming at a 1m readership in the next eight years hopes to convert samplers from the free distribution drive into subscribers of the title.

"This really is a watershed moment for Reader's Digest. We have been working hard to evolve the magazine over recent months to ensure that it is as engaging and relevant to our target audience as it possibly can be," said editor-in-chief of RD, Gill Hudson.

The magazine has also redesigned it website and will be increasing its number of pages, unveiling a re-sized new look in December.