A Synergistic Approach

The new title, Reader’s Digest American Made, is set to launch in March. “It won’t stray far from our current level of sophistication, nor will we carry really high price points,” says Minix. “But it will be a bit more broadly appealing than Country Store.”

The initial test will mail a million catalogs in March: half will go to Country Store [Reiman] names combined with Reader’s Digest names, and half will mail to outside lists.