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READER SDIGEST 唐甜甜 Lifewellshared INTRODUCTION Reader sDigestisanAmericangeneral interestfamilymagazine publishedmonthly exceptforbetween2010and2012whentheAmericaneditionwaspublishedtentimesayear FormerlybasedinChappaqua NewYork itnowhasitsheadquartersinNewYorkCity Themagazinewasfoundedin1922 byDeWittWallaceandLilaBellWallace Formanyyears Reader sDigestwasthebest sellingconsumermagazineintheUnitedStates losingthedistinctionin2009toBetterHomesandGardens AccordingtoMediamarkResearch 2006 itreachesmorereaderswithhouseholdincomesof 100 000 thanFortune TheWallStreetJournal BusinessWeekandIbined GlobaleditionsofReader sDigestreachanadditional40millionpeopleinmorethan70countries with49editionsin21languages ItisbelievedthattheprintingsystemMEPSwasusedtoachievethismultilanguagetranslation Ithasaglobalcirculationof10 5million makingitthelargestpaidcirculationmagazineintheworld ItisalsopublishedinBraille digital audio andaversioninlargetypecalledReader sDigestLargePrint Themagazineiscompact withitspagesroughlyhalfthesizeofmostAmericanmagazines Hence inthesummerof2005 theU S editionadoptedtheslogan Americainyourpocket InJanuary2008 itwaschangedto Lifewellshared READER SDIGEST Inceptionandgrowth 1 Businessorganizationandownership 2 Sweepstakesagreement 3 Directmarketing 4 CONTENTS ThemagazinewasstartedbyDeWittWallacewhilehewasrecoveringfromshrapnelwoundsreceivedinWorldWarI Wallacehadtheideatogatherasamplingoffavoritearticlesonmanysubjectsfromvariousmonthlymagazines sometimescondensingandrewritingthem andtocombinethemintoonemagazine ThefirstinternationaleditionwaspublishedintheUnitedKingdomin1938andwassoldat2shillings Bythe40thanniversaryofReader sDigest therewere40internationaleditions in13languagesandBraille 盲文 anditwasthelargest circulatingjournalinCanada Mexico Spain Sweden Peruandothercountries withatotalinternationalcirculationof23million Sinceitsinception Reader sDigesthasmaintainedaconservativeandanti Communistperspectiveonpoliticalandsocialissues TheWallacesinitiallyhopedthejournalcouldprovide 5 000ofnetincome Mr Wallace scontinuingcorrectassessmentofwhatthepotentialmass marketaudiencewantedtoreadledtorapidgrowth By1929 themagazinehad290 000subscribersandhadagrossincomeof 900 000ayear Inceptionandgrowth 1 Themagazine sparentcompany TheReader sDigestAssociation Inc RDA becameapubliclytradedcorporationin1990 Asof2010RDAhasreportedanetloss 净亏损 eachyearsince2005 InMarch2007 RipplewoodHoldingsLLCledaconsortiumofprivateequityinvestorswhoboughtthecompanythroughaleveragedbuy outforUS 2 8billion financedprimarilybytheissuanceofUS 2 2billionofdebt Ripplewoodinvested 275millionofitsownmoney andhadpartnersincludingRothschildBankofZ richandGoldenTreeAssetManagementofNewYork Theprivateequitydealtripledtheassociation sinterestpayments to 148millionayear 2 Businessorganizationandownership OnAugust24 2009RDAannouncedithadfiledwiththeU S Bankruptcycourtapre arrangedChapter11bankruptcy inordertocontinueoperations andtorestructurethe 2 2billiondebtundertakenbytheleveragedbuy outtransaction Thecompanyemergedfrombankruptcywiththelendersexchangingdebtforequity andRipplewood sentireequityinvestmentwasextinguished In2010 theUSthecompanycutthenumberofissuesitpublishedayearfrom12to10 Italsocutitscirculationguaranteeforadvertisersto5 5millioncopiesfrom8million HoweveritreturnedtomonthlyeditionsbeginninginJanuary2013 RDAHoldingfiledforbankruptcyforasecondtimeonFebruary17 2013 2 Businessorganizationandownership In2001 32statesattorneysgeneralreachedagreementswiththecompanyandothersweepstakesoperatorstosettleallegationsthattheytrickedtheelderlyintobuyingproductsbecausetheywerea guaranteedwinner ofalottery Thesettlementrequiredthecompaniestoexpandthetypesizeofnoticesinthepackagingthatnopurchaseisnecessarytoplaythesweepstakes andto 1 Establisha DoNotContactList andrefrainfromsolicitinganyfuture high activity customersunlessanduntilReader sDigestactuallymakescontactwiththatcustomeranddeterminesthatthecustomerisnotbuyingbecauseheorshethinksthatthepurchasewillimprovehisorherchancesofwinning 2 Sendletterstoindividualswhospendmorethan 1 000inasix monthperiodtellingthemthattheyarenotrequiredtomakepurchasestowinthesweepstakes thatmakingapurchasewillnotimprovetheirchancesofwinningandthatallentrieshavethesamechancetowinwhetherornottheentryisaccompaniedbyapurchase RDAoffersmanymail orderproductsincludedwith
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