Reader’s Digest Association (RDA) has launched a new brand platform that focuses on holistic health called Best You. Peggy Northrop will lead the venture, which targets women 35 and over and features a book imprint, a website, a daily e-newsletter, and digital publications. Lucia Moses at AdWeek says Best You is a direct reaction to the struggles of Reader’s Digest:

The brand also represents RDA’s efforts to shift its emphasis away from its flagship, Reader’s Digest, which has struggled to define itself at a time when general interest publications are on the wane. RDA emerged from a prepackaged bankruptcy earlier this year and has cut the frequency and circulation of Reader’s Digest to reduce expenses.

The good news for Reader’s Digest is that the magazine will never die completely, because every old person in the nation owns at least 27 years worth of issues.