May 3, 2018
When Bonnie Kintzer became president and CEO of Trusted Media Brands in 2014, it was still called the Reader’s Digest Association. Job number one became bolstering the brand, reviving it financially after a series of bad investments and changing just about everything in the way it operates — starting with the name. In addition to Reader’s Digest, the company also publishes Taste of Home, Family Handyman and a number of other titles. Kintzer joins the Ad Lib podcast to explain how Reader’s Digest, against all odds, has not only survived. but is thriving. A third of its 12 million monthly readers are millennials she says. She shares the strategy and tactics behind bringing Trusted Media Brands back from two bankruptcies, and the company’s digital play across all of its titles.