Trusted Media Brands

Trusted Media Brands, Inc. (TMBI), formerly known as the Reader's Digest Association, Inc. (RDA), is an American multi-platform media and publishing company that is co-headquartered in New York City and in White Plains, New York.[1][2][3] The company was founded by husband and wife DeWitt Wallace and Lila Bell Wallace in New York City in 1922 with the first publication of the magazine Reader's Digest.[4][5][6]

Trusted Media Brands, Inc.
Founded1922 (1922) (as Reader's Digest Association, Inc.)
New York City
FounderDeWitt Wallace
Lila Bell Wallace
Country of originUnited States
Headquarters locationNew York City
White Plains, New York
Key people
  • Bonnie Kintzer (CEO)
    Jen Tyrrell (CPO)
    Beth Tomkiw (CCO)
Publication types
Official websitewww.trustedmediabrands.com

The company's brands include Reader's Digest, Taste of Home, The Family Handyman, Simple & Delicious , Birds & Blooms, Reminisce, Country, EnrichU, and others.[7][8][9] At its peak in 1973, the flagship magazine had over 30 million subscribers and continues to be published in 30 countries.[4] As of 2016, its portfolio of brands garners 53 million unique online visitors and 40 million print readers per month.[10]

History

Trusted Media Brands, Inc. (TMBI) was founded as Reader's Digest Association, Inc. (RDA) in New York City in 1922 by married duo DeWitt Wallace and Lila Bell Wallace. The two self-published the first edition of Reader's Digest in February 1922. To market the magazine, the two used direct mail marketing and sent 5,000 letters to nurses and schoolteachers. In 1925, DeWitt Wallace purchased land in Westchester County, New York where he moved the headquarters of RDA. In 1927, the number of Reader's Digest subscribers increased to 30,000. In 1939, that number was up to 3 million, and, by 1973, it had reached over 30 million.[4][5][6]

In 1986, under the new leadership of George Grune, the RDA began creating and acquiring new brands and publications to diversify its portfolio. Its first special-interest magazine, Travel Holiday, was acquired in 1986 and was followed by the acquisition of The Family Handyman in 1987. In 1990, it acquired American Health. That same year, the company went public. At the time, it had 7,200 employees in 54 locations throughout the world.[11][12]

In 1991, RDA acquired Joshua Morris Publishing, a children's book publisher and made its first move into the children's book industry.

In 2002, RDA purchased Reiman Publications and its selection of 12 magazines for $760 million. The deal gave RDA ownership over magazines including Taste of Home, Country Woman, Birds & Blooms, Country, Reminisce, Healthy Cooking, Simple & Delicious, Farm & Ranch Living, and others.[10][13][14][15] In 2005, RDA launched Every Day with Rachael Ray and purchased Allrecipes.com the following year. Both would eventually be sold to the Meredith Corporation in 2011 and 2012 respectively.[16][17]

In March 2007, RDA was purchased by an investment group led by private equity firm, Ripplewood Holdings, for $1.6 billion. Ripplewood made RDA a private company for the first time since 1990.[18][19][20] RDA filed for bankruptcy in 2009 and again in 2012. It emerged from bankruptcy in 2013.[1][20][21] On April 7, 2014, Bonnie Kintzer was appointed president and CEO of RDA. Kintzer had previously worked at RDA from 1998 to 2007.[1][22]

One of Kintzer's first major moves was to change the company's name to Trusted Media Brands, Inc. (TMBI) in September 2015. The new name was chosen to encompass all brands under the company's banner rather than just Reader's Digest. TMBI has placed renewed focus on a wide variety of media platforms including digital content, social media, video, and others. As of 2016, TMBI's portfolio of brands reaches 53 million unique visitors, 40 million print readers, and 40 million social media users per month.[1][3][10] In 2016, TMBI sold its children's publishing operations to Readerlink Distribution Services.[23]

In August 2021, TMBI acquired the viral video licensing company Jukin Media.[24]

Brands and publications

Trusted Media Brands is home to several media brands across multiple digital platforms, social media, magazines, books, music, and events.

Taste of Home
Main article: Taste of Home

Taste of Home is a digital content provider (TasteofHome.com) and print magazine that offers information on food, cooking, and entertainment. Each year, the brand publishes 3,000 recipes, tips and stories from home cooks, all of which are tested and prepared in the Taste of Home Test Kitchen in Milwaukee, Wisconsin. Taste of Home also produced original web series called Fun with Food! and America the Tasty.[7][25][26]

Reader's Digest
Main article: Reader's Digest

Reader's Digest is a digital content provider (RD.com) and print magazine that has been in publication since 1922. The brand offers a collection of true stories, advice, and humor. Content includes advice on health, nutrition, food, and home alongside stories of national and local interest. The magazine was, at one time, the largest consumer magazine in the United States. It currently produces digital content (RD.com) and continues to publish print magazines in locations throughout the world.[4][5][6][27]

The Family Handyman
Main article: The Family Handyman

The Family Handyman is a brand with an emphasis on DIY home improvement and home repair. Digital (FamilyHandyman.com) and print content provide advice and how-to guides from current and former experts and professionals.[7][28][29]

Birds and Blooms
Main article: Birds & Blooms

Birds & Blooms is a bird and gardening magazine that is the largest such magazine in North America. It offers tips on gardening, DIY crafts, and information on birds and other backyard animals.[30]

Other brands

Other brands include Country, Country Woman, Simple & Delicious, Reminisce, Prevention, Farm & Ranch Living, EnrichU, LifeRich Publishing and Haven Home.[1][7][8][9]

Business divisions
North America
International

(Operations and licenses in 30+ countries)

  • RD Europe, Africa and Middle East
  • RD Asia Pacific
  • RD Canada
  • RD Latin America regions

See also

References
  1. Pofeldt, Elaine (March 2016). "Trusted Media Brand's Trusted Leader". Westchester Magazine. Retrieved September 5, 2016.
  2. Romell, Rick (September 28, 2015). "Readers's Digest Association changing name to Trusted Media Brands Inc". Milwaukee Journal Sentinel. Retrieved September 5, 2016.
  3. Mickey, Bill (September 28, 2015). "Reader's Digest Association Rebrands as Trusted Media Brands, Inc". Folio Magazine. Retrieved September 5, 2016.
  4. Riquier, Andrea (August 17, 2015). "DeWitt Wallace's Digest Recorded The American Century". Investor's Business Daily. Retrieved September 5, 2016.
  5. Pinkley, Virgil (November 10, 1978). "How the Reader's Digest people do it". The Beaver County Times. Retrieved September 5, 2016.
  6. "Good news is still in fashion". Argus-Press. March 21, 1979. Retrieved September 5, 2016.
  7. Katz, A.J. (May 13, 2016). "The Iconic Reader's Digest Is Getting a Digital Makeover". Adweek. Retrieved September 5, 2016.
  8. Hebbard, D.B. (September 28, 2015). "RDA rebrands as Trusted Media Brands, Inc". Talking New Media. Retrieved September 5, 2016.
  9. "In Historic Move, The Reader's Digest Association, Inc. Changes Name To 'Trusted Media Brands, Inc.'". PR Newswire. September 28, 2015. Retrieved September 5, 2016.
  10. Wasserman, Todd (September 28, 2015). "Reader's Digest Association Drops Reader's Digest From the Company Name". Advertising Age. Retrieved September 5, 2016.
  11. Carmody, Deirdre (January 29, 1991). "Wealthy Reader's Digest is looking for ways to invest". Palm Beach Daily News. Retrieved September 5, 2016.
  12. "Reader's Digest Moves to Sell Stock Publicly". The Schenectady Gazette. May 26, 1989. Retrieved September 5, 2016.
  13. Hodara, Susan (May 26, 2002). "IN BUSINESS; Reader's Digest Acquires Reiman and Its Readers". The New York Times. Retrieved September 5, 2016.
  14. Milliot, Jim (April 1, 2002). "Reader's Digest to Acquire Reiman Publications". Publishers Weekly. Retrieved September 5, 2016.
  15. Wilkerson, David B. (March 21, 2002). "Reader's Digest buys Reiman". MarketWatch. Retrieved September 5, 2016.
  16. Moses, Lucia (October 31, 2011). "RDA Finalizes 'Rachael Ray' Mag Sale to Meredith". Adweek. Retrieved September 5, 2016.
  17. Moses, Lucia (January 24, 2012). "Meredith Agrees to Acquire Allrecipes". Adweek. Retrieved September 5, 2016.
  18. Moses, Lucia (April 28, 2011). "Reader's Digest Looking to Unload Web's Top Food Site?". Adweek. Retrieved September 5, 2016.
  19. "Group buying Reader's Digest for $1.6 billion". NBC News. November 16, 2006. Retrieved September 5, 2016.
  20. Ives, Nat (August 24, 2009). "Reader's Digest Bankruptcy Underscores Its Need to Remake Media Model". Advertising Age. Retrieved September 5, 2016.
  21. Kavilanz, Parija (February 18, 2013). "Reader's Digest parent files for bankruptcy". CNN. Retrieved September 5, 2016.
  22. "Bonnie Kintzer named President and CEO of Reader's Digest Association". Talking New Media. April 7, 2014. Retrieved September 5, 2016.
  23. Milliot, Jim (October 19, 2016). "Readerlink Buys Studio Fun Assets". Publishers Weekly. Retrieved September 10, 2017.
  24. Hayes, Dade (August 12, 2021). "Jukin Media, Video Pioneer Known For Fail Army And 'Pizza Rat', Is Acquired By Trusted Media Brands". Deadline Hollywood.
  25. "Taste of Home Cooking School returns to Circleville". Circleville Herald. September 3, 2016. Retrieved September 5, 2016.
  26. "Taste of Home". Lockport Union-Sun & Journal. August 21, 2016. Retrieved September 5, 2016.
  27. Ovide, Shira (July 18, 2011). "Reader's Digest for Sale: A Colorful History By the Numbers". The Wall Street Journal. Retrieved September 5, 2016.
  28. "Today's Homeowner, The Family Handyman share latest homeowner hacks". The Birmingham News. February 12, 2016. Retrieved September 5, 2016.
  29. Jackson, Kimberly L. (October 29, 2015). "DIY classes to help get things done around the house". The Star-Ledger. Retrieved September 5, 2016.
  30. Porter-Nichels, Stephanie (August 19, 2016). "Encountering the flying flowers of Beagle Ridge Herb Farm". SWVa Today. Retrieved September 5, 2016.

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