Reader's Digest - The Story of a Magazine |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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"Reader's Digest became what the Wall Street Journal was to call 'the greatest publishing success since the Bible.'" - An Article in the National Review, February 2002. The Downfall of a Leader
In US, the subscriber base reduced to 12 million in 2002 from the peak level of 18 million in the 1970s. RDA's profits declined steeply between 1996 and 1998. In 1998, RDA reported a net profit of $ 100 million as against $ 392 million in 1995. The company's revenues decreased by 8% in 1997, coming down to $2.8 billion.
Reader's Digest - The Story of a Magazine - Next Page>> 1] Sweepstakes is a promotional technique through which items of value (prizes) are awarded to participating customers by chance. No purchase or entry fee is required to win a sweepstakes prize. Direct mail sweepstakes promotions provide the customers with a chance to win prizes in return for opening an envelope and returning the entry form to the company. |
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