New Choices, a lifestyle magazine for the senior market, will cease publication with its May/June issue, The Reader’s Digest Association Inc. said today.
The firm blamed the effects of Sept. 11, the demise of the stamp-sheets, and the depressed advertising market for the closure. It also cited the effect of recent postal increases.
Reader’s Digest will retain the brand name and subscriber list and use them for its other publications, including its core title and its large-print edition. They will also be used to market books, and to support the firm’s online activities.
The company acquired the magazine in 1988 from Whitney Communications Co.
“Our team made a valiant effort to support ‘New Choices,’ but it was not sustained in the marketplace, without an endemic advertising base,” said Dom Rossi, executive publisher of Reader’s Digest U.S. Magazines, in a statement.
Pleasantville, NY-based Reader’s Digest said that several of its do-it-yourself titles are showing strength. Selecciones, its Spanish-language edition and Readers Digest Large Print are both up in circulation and advertising this year.
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