The Press: Ads for the Digest

DeWitt (& Lila) Wallace's Reader's Digest, world's biggest monthly (circ. more than 10 million), has never taken a line of advertising.* Last week Publisher Wallace announced the end of a 33-year-old policy. Beginning with its April issue, the Reader's Digest will print ads. Its income from readers is not enough to pay postwar costs. Even with book-publishing profits, deficits loomed.

The Digest surveyed its readers to find out whether they would rather have ads in the magazine, or pay more than 25¢ a copy. Answer: take ads.

Digest advertising will be limited to 32 pages an issue the first year, with liquor,...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!