Reader's Digest has previously released its lapsed file of buyers and subscribers for third party mailing but, up until now, its actives file of over half a million buyers and subscribers has been unavailable.
The newly-released data is managed by Medialab and consists of loyal subscribers to the brand's magazine, as well as buyers of books and additional products including CDs and DVD's, made available to consumers via direct marketing channels. Also available are competition entrants.
The file's demographics are ABC1 individuals aged 40+, whose average household income of £23k per annum. They are mainly empty-nesters who own their own home. Medialab says an age selection is available on the database.
Marcus Orme, managing director of MediaLab, said the Reader's Digest active database is "a file I know many of our current clients have been to keen to test for a long time but it's never been on the market."
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