Eva Dillon, President Of Reader’s Digest: ”’It’s Time To Evolve Our Brand”

Readers Digest’s revamped January 2008 edition, which is on newsstands as we speak, features stories on Tom Hanks, Identity Theft, Government Ripoffs and The Perfect Body Myth. The issue clearly speaks to a younger demographic than the 85-year old company’s previous incarnation. RD.com, the web site, has interactive features like the audio for the Tom Hanks interview as well as a test for your body max index (a complement to the perfect body myth story).

Still, there has been grumbling about the new direction. As Keith Kelly reported yesterday, 80 people have written in to protest the sexy new direction. ”We respect our readers thoughts and opinions but they are a vocal minority,” Eva Dillon, the President and Group Publisher of Reader’s Digest emailed FishbowlNY. ”It’s time to evolve our brand.”

(image via rd.com)

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