Reader’s Digest Parent Drops Reader’s Digest Name

Advertising Age: Readers Digest Association is changing its name to Trusted Media Brands, in order to battle the common assumption in the marketplace that it is a one-title publisher. “It’s not at all about distancing us from Reader’s Digest,” said CEO Bonnie Kintzer. “It’s about having a name of a company that actually states who you are. At the end of the day, 99 percent of people will think that the one brand Reader’s Digest Association has is Reader’s Digest.” Today there are 52 websites at the company, which says unique monthly visits have grown 70% over the past 24 months.