When Reader's Digest editors several months ago decided to publish at Stockholm a Swedish language edition* called Det Besta ur Reader's Digest (TIME, Feb. 1) they figured they would be lucky to sell 20,000 copies of the first issue. Optimistically, they decided to run off 75,000 copies anyway, just in case.
They underestimated the neutral Swedes. First issue, looking almost exactly like the U.S. version and selling for 50 ore (12ยข) a copy, hit Swedish newsstands Feb. 25, sold out in a week. Result: second issue's press run will be 140,000.
The third may be even bigger: there is plenty of paper...
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