Trusted Media Brands, Inc.
|Founded||1922New York Cityin|
Lila Bell Wallace
|Country of origin||United States|
New York City|
White Plains, NY
|Key people||Bonnie Kintzer (CEO)|
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 White Plains, New York. 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 Reader's Digest.
The company's brands include Reader's Digest, Taste of Home, The Family Handyman, Simple & Delicious, Birds & Blooms, Reminisce, Country, EnrichU, and others. At its peak in 1973, the flagship magazine had over 30 million subscribers and continues to be published in 30 countries. As of 2016, its portfolio of brands garners 53 million unique online visitors and 40 million print readers per month.
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. In order 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.
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.
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. 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.
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. RDA filed for bankruptcy in 2009 and again in 2012. It emerged from bankruptcy in 2013. On April 7, 2014, Bonnie Kintzer was appointed President and CEO of RDA. Kintzer had previously worked at RDA from 1998 to 2007.
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.
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
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.
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.
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.
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.
- North America
- Reader's Digest, RD.com, magazine, books;
- Taste of Home, TasteofHome.com, magazine, books;
- The Family Handyman, Birds & Blooms, Country, Farm & Ranch Living, Haven Home, Reminisce;
- EnrichU, Taste Digital Community
(Operations and licenses in 30+ countries)
- RD Europe, Africa and Middle East
- RD Asia Pacific
- RD Canada
- RD Latin America regions
- Pofeldt, Elaine (March 2016). "Trusted Media Brand's Trusted Leader". Westchester Magazine. Retrieved 5 September 2016.
- Romell, Rick (28 September 2015). "Readers's Digest Association changing name to Trusted Media Brands Inc.". Milwaukee Journal Sentinel. Retrieved 5 September 2016.
- Mickey, Bill (28 September 2015). "Reader's Digest Association Rebrands as Trusted Media Brands, Inc.". Folio Magazine. Retrieved 5 September 2016.
- Riquier, Andrea (17 August 2015). "DeWitt Wallace's Digest Recorded The American Century". Investor's Business Daily. Retrieved 5 September 2016.
- Pinkley, Virgil (10 November 1978). "How the Reader's Digest people do it". The Beaver County Times. Retrieved 5 September 2016.
- "Good news is still in fashion". Argus-Press. 21 March 1979. Retrieved 5 September 2016.
- Katz, A.J. (13 May 2016). "The Iconic Reader's Digest Is Getting a Digital Makeover". Adweek. Retrieved 5 September 2016.
- Hebbard, D.B. (28 September 2015). "RDA rebrands as Trusted Media Brands, Inc.". Talking New Media. Retrieved 5 September 2016.
- "In Historic Move, The Reader's Digest Association, Inc. Changes Name To 'Trusted Media Brands, Inc.'". PR Newswire. 28 September 2015. Retrieved 5 September 2016.
- Wasserman, Todd (28 September 2015). "Reader's Digest Association Drops Reader's Digest From the Company Name". Advertising Age. Retrieved 5 September 2016.
- Carmody, Deirdre (29 January 1991). "Wealthy Reader's Digest is looking for ways to invest". Palm Beach Daily News. Retrieved 5 September 2016.
- "Reader's Digest Moves to Sell Stock Publicly". The Schenectady Gazette. 26 May 1989. Retrieved 5 September 2016.
- Hodara, Susan (26 May 2002). "IN BUSINESS; Reader's Digest Acquires Reiman and Its Readers". The New York Times. Retrieved 5 September 2016.
- Milliot, Jim (1 April 2002). "Reader's Digest to Acquire Reiman Publications". Publishers Weekly. Retrieved 5 September 2016.
- Wilkerson, David B. (21 March 2002). "Reader's Digest buys Reiman". MarketWatch. Retrieved 5 September 2016.
- Moses, Lucia (31 October 2011). "RDA Finalizes 'Rachael Ray' Mag Sale to Meredith". Adweek. Retrieved 5 September 2016.
- Moses, Lucia (24 January 2012). "Meredith Agrees to Acquire Allrecipes". Adweek. Retrieved 5 September 2016.
- Moses, Lucia (28 April 2011). "Reader's Digest Looking to Unload Web's Top Food Site?". Adweek. Retrieved 5 September 2016.
- "Group buying Reader's Digest for $1.6 billion". NBC News. 16 November 2006. Retrieved 5 September 2016.
- Ives, Nat (24 August 2009). "Reader's Digest Bankruptcy Underscores Its Need to Remake Media Model". Advertising Age. Retrieved 5 September 2016.
- Kavilanz, Parija (18 February 2013). "Reader's Digest parent files for bankruptcy". CNN. Retrieved 5 September 2016.
- "Bonnie Kintzer named President and CEO of Reader's Digest Association". Talking New Media. 7 April 2014. Retrieved 5 September 2016.
- "Taste of Home Cooking School returns to Circleville". Circleville Herald. 3 September 2016. Retrieved 5 September 2016.
- "Taste of Home". Lockport Union-Sun & Journal. 21 August 2016. Retrieved 5 September 2016.
- Ovide, Shira (18 July 2011). "Reader's Digest for Sale: A Colorful History By the Numbers". The Wall Street Journal. Retrieved 5 September 2016.
- "Today's Homeowner, The Family Handyman share latest homeowner hacks". The Birmingham News. 12 February 2016. Retrieved 5 September 2016.
- Jackson, Kimberly L. (29 October 2015). "DIY classes to help get things done around the house". NJ.com. Retrieved 5 September 2016.
- Porter-Nichels, Stephanie (19 August 2016). "Encountering the flying flowers of Beagle Ridge Herb Farm". SWVa Today. Retrieved 5 September 2016.