Inside the surprisingly enduring brand of Reader's Digest
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When Bonnie Kintzer became president and CEO of Trusted Media Brands in 2014, it was still called the Reader’s Digest Association. She had been president, U.S. Magazines of Reader’s Digest Association Inc., from 2005 to 2007 and, when she was approached with the job at the top of the organization, she initially balked.
Ultimately inspired by the challenge”I was pissed off watching it fall apart while I was gone,” she saysjob number one became bolstering the brand, reviving it financially after a series of bad investments and changing just about everything in the way it operates, starting with the name.
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