|
There have been many changes to the content and design of this pocket-sized magazine since its birth in the United States in 1922 (the SA edition was launched in 1948). But the guiding philosophy that led to the Reader's Digest becoming the most widely read magazine in the world has remained intact.
Digest stories are condensed, tightly edited and easily digestible, providing the whole family with the cream of the cream - the best non-fiction writing from South Africa and the rest of the world.
While often topical, features are typically of enduring interest and significance. Articles (and ads) are read and re-read over the years - only 1% of subscribers throw the magazine away after spending an average of 3,6 hours reading it during the publication month.
The magazine is implicitly trusted, with all articles painstakingly researched and checked before publication. 95% of readers have complete or a good deal of confidence in features (77% in the case of ads). It is hardly surprising that readers more often regard Digest articles as an important source of medical information than their doctors or chemists.
Features fall into two broad categories, as reflected in the Digest motto: "stories about life, advice about living". We seek to entertain and educate but above all to uplift and inspire. Apart from at least 15 full-length features in the magazine each month, there are about a dozen regular sections or departments, including enduring favourites like "Laughter, the Best Medicine", "Word Power" and "Medical Update". Popular new departments include "RD Living", with short-form items dealing with health, food, home, pets, money, travel, technology, personal problem-solving and brain-teasing puzzles.
In a nutshell, it's a winning formula that has stood the test of time with both readers and advertisers.
|
