Reader’s Digest Association Inc., the publisher of the pocket-sized magazine, will likely file a Chapter 11 bankruptcy under an agreement with a majority of its secured lenders to reduce debt by 75 percent.

Source: Bloomberg.com

Date: 8/17/2009

Keys: Marketing, management, finance, bankruptcy

Link: http://www.bloomberg.com/apps/news?pid=20601103&sid=asX0oQc5YBZc

Questions for discussion:

• Do you think there is a market for this venerable magazine today? Explain your thinking.
• What would you do to revive the magazine? Explain your marketing strategy in terms of target markets, and the four Ps of marketing.