Following a successful model in the USA, Reader’s Digest UK is mulling the introduction of subscription-based club membership schemes. These would exploit the publishing group’s extensive reader database, as well as targeting new customers.
The move follows the acquisition last fall of US subscription club specialist BrandDirect by the Digest’s American parent. The deal has since developed club brands such as Family Handyman, Walking and New Choices. Members benefit from discounts on products and services in their respective areas of interest.
A UK project team has been formed to explore the viability of similar themed club schemes, reporting to the British main board by August
News source: Precision Marketing (UK)