Word: digestable
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Dates: during 1940-1949
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Risks: Routine. These formidable risks are routine in the Digest's foreign ventures. The first one, a British edition of 85,000, was launched in December...
...Digest Editor DeWitt Wallace soon learned that in other countries the low standard of living put the price (25?) out of reach of mass buyers...
...Wallace decided to slash the price, make up the difference by taking ads. This was tried in a Spanish-language edition for Latin America in December 1940. It sold so well (it now guarantees 1,000,000 circulation) that the Digest has followed it with 13 other editions* in eight different languages. The editorial content is the same as the U.S. edition (circ. 8,000,000) but more so: it is further digested, to about two-thirds the domestic size...
Profit: the Exception. By the end of this year, they will have lost an estimated $1,750,000. The only ones expected to make money this year are the Spanish and Scandinavian editions-and that profit will be Digest size. But Editor Wallace thinks he has licked the biggest trouble-high foreign printing costs-by means of a new press the Digest has spent $400,000 developing. With this, and more ads, he expects to cut his foreign edition losses to $200,000 in 1948, break even in 1949, make money...
...sentimental O'Brien column, written the day his son Donel went off to war -and death-told a universal story. It was reprinted in Reader's Digest, read on the radio and at Rotary Clubs...