The Reader's Digest Association, Inc. in order to have a wider reach with the changing trends has revamped its online appearance and launched a new Global Web Platform that would be attract the young readers to the iconic brand. The company, whose US arm recently filed for bankruptcy protection, has rolled out the new online platform in more than 40 international markets including China.

Announcing the launch Eva Dillon, President, Reader's Digest Community remarked, “As one of the world's largest producers of original content, Reader's Digest continues its transformation in creating a global brand experience online. This new platform allows each of our international markets to focus on driving digital revenue via advertising sales and e-commerce, and creates a compelling online experience for new and existing customers."

The web platform has been developed by company’s digital team RDA Interactive (RDAi). The company is looking to leverage its existing material as well as develop Web-exclusive content going forward.

The launch comes as a significant leap in the company’s wider digital monetization strategy that will see Reader's Digest leverage its branded content on a variety of platforms.

A report in regard to the event in the Financial Times cites the quote of Jonathan Hills, the newly promoted general manager of readersdigest.com in reference to the flagship magazine’s beginnings as a collection of summarised books and articles from other publications. He says, “We were the Google News of the 1920s. We were the original aggregator.”

This rightly said. Reader’s Digest has been an iconic multi-brand media that has the power to connect the audiences around the world. Though the revenues are witnessing shrink but the company is still fighting the tough stands and looking revive itself in the preferred manner by its audiences.