reader's digest

Trade & Core Creative Expression

The magazine found itself in the position of declining readership and perceptions within the media community of an aging and demographically-undesirable audience.

By identifying and articulating a new target, ‘The Caring Connector’, we came up with a shared-values positioning that reinforced existing loyalties, but reached beyond current demographic boundaries to invite and enfranchise new, modern readers.

agency:  DiNoto, Inc./NY