Reader's Digest UK launches direct marketing venture

Reader's Digest UK has launched a company called Direct Marketing Partners, securing ITV Studios and the BBC Worldwide-owned 2entertain as launch clients.

Reader's Digest UK: launches DM venture
Reader's Digest UK: launches DM venture

The magazine publisher has launched the company to provide an end-to-end direct marketing solution for brands to promote their products.

The new enterprise is headed by David Titmuss, chief executive of Reader's Digest and plans to recruit a new managing director.

Direct Marketing Partners will have access to all the resources of the company including a variety of databases for its direct mail campaigns, such as Reader's Digest's existing lists.

It will also organise delivery of items and manage payments and billings as a "one-stop shop".

A spokeswoman for the company said: "Managing direct marketing campaigns through conception, creation and delivery, Direct Marketing Partners provides a perfect turnkey solution to major brands who want to reach the public through both digital and traditional direct marketing channels."

Direct Marketing Partners is owned by Vivat, the same parent company as Reader's Digest UK.

Since its launch, the company has created and delivered a direct mail campaign for DVD publisher 2entertain Ltd. The direct mail pack, delivered to 1.5 million people, promotes 240 DVDs and includes a letter, catalogues and order forms.

It has also already produced a direct mail campaign for ITV Studios to promote its brand as one of Europe’s leading commercial TV companies. 

Titmuss said: "With over 80 years of direct marketing experience selling our books, music CDs, DVDs, this new enterprise will allow some of the UK's biggest brands with currently little experience of direct marketing, to take advantage our expertise."

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