ZIFFPAGE TITLEBy Tom Steinert-Threlkeld | Posted 2005-07-08 Email Print
Decades before the idea took hold in the dot-com era, Reader's Digest kept a "360-degree view" of each of its customerstracking every contact it ever had with a subscriber to its magazine or a purchaser of any of its condensed books or oReader's Digest Base Case">
Reader's Digest Base Case
Headquarters: Reader's Digest Rd., Pleasantville, NY 10570
Phone: (914) 238-1000
Business: Marketer of magazines, books, music
Chief Information Officer: Jeffrey S. Spar
Financials In 2004: Net income of $49.5 million, or 2.1% of its $2.4 billion in revenue. Profit down 62.5% since 2001.
Challenge: Update the heart of its business, its numerically based methods for marketing its products to customers, from a system put in place in November 1969.