Reader's Digest Association Panders to Advertisers and Millennials by Flushing 93 Years of Brand Recognition Down The Toilet

Reader's Digest Association is the latest magazine publisher to pander to advertisers and millennials by ditching 93 years of brand recognition for a new, not so creative name in an effort to convince themselves that they are a "modern, visionary, brand-driven multiplatform media business". CEO Bonnie Kintzer and her team had some time on their hands. The name of the new company is "Trusted Media Brands.

“As we head toward our century milestone, it’s appropriate that our new company name reflects the culmination of those changes and the entity we have become — a modern, visionary, brand-driven multiplatform media business,” said Kintzer, in an announcement. “This includes our flagship title, Reader’s Digest, as well as all of the valued brands that our readers trust as sources of information and inspiration in their daily lives.”

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