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READER'S DIGEST TO PUBLISH NEW EDITION IN CZECH REPUBLIC

 PLEASANTVILLE, N.Y., May 5 /PRNewswire/ -- The Reader's Digest Association, Inc. (NYSE: RDA), today announced that it will launch a Czech-language edition of Reader's Digest in the Czech Republic this October.
 The company will establish a wholly owned subsidiary in Prague to publish the magazine, Reader's Digest Vyber, which will be sold on newsstands and through subscriptions. The initial print run will be 50,000 copies.
 In the past two years, The Reader's Digest Association has successfully expanded into the former East Germany and started local- language editions of its flagship magazine in Russia and Hungary.
 George V. Grune, chairman and chief executive officer of The Reader's Digest Association, said, "Establishing a local business in the Czech Republic reflects our commitment to continue growing in the emerging markets of Central and Eastern Europe. The Czech market is very attractive and our new Czech edition has the potential to be just as popular with readers and advertisers as our magazines have been in the eastern part of Germany and Hungary."
 The launch of the Czech edition will be patterned after the company's highly successful launch of the Hungarian edition in October 1991. In less than two years, Reader's Digest Valogatas has become one of the best-selling monthly magazines in Hungary, with a circulation of more than 100,000.
 Reader's Digest Valogatas also is among the advertising-page leaders in Hungary, thanks to clients such as Nestle, VW Group, Nissan, General Motors, Stollwerck, McDonald's, Kodak and CPC.
 Advertising for a four-color single page in Reader's Digest Vyber will cost 57,000 crowns (about US$2,000). A four-color two-page spread will cost 105,000 crowns (about US$3,700).
 The company will set the cover price for Reader's Digest Vyber based on results of local market research.
 The magazine's name in the Czech language -- which is similar to the name for other Reader's Digest editions in Hungary, France, Belgium, Switzerland, Italy, Portugal, Spain, Canada, Mexico and throughout Latin America -- translates into Reader's Digest "selections."
 The Czech edition will feature articles from the U.S. and international sources, like the company's other editions published around the world.
 Kenneth Y. Tomlinson, Reader's Digest worldwide editor-in-chief, said, "The global success of our magazine comes from our editors who tailor their local editions to appeal to local readers and publish in the local language.
 "We strive to make a difference in people's lives with articles that inform, educate, enrich and entertain," Tomlinson said.
 The company plans to appoint a Prague-based editor-in-chief, business manager and advertising sales director within the next few weeks. The company will contract with local firms in the Czech Republic for production, printing and distribution services.
 With the Czech edition, Reader's Digest will be published in 41 editions and 17 languages. Worldwide circulation exceeds 28 million and readership is more than 100 million in every country in the world.
 As a global publisher and one of the world's leading direct mail marketers, The Reader's Digest Association builds on the success of its flagship magazine, which serves as the "front door" to the rest of its business because most of the company's books and home entertainment customers are magazine subscribers.
 The company already successfully markets its condensed and general interest books, music and home video collections to magazine subscribers in the eastern part of Germany, and this fall the company will begin marketing its general interest books in Hungary.
 The Reader's Digest Association global headquarters is in Pleasantville, N.Y., and it has offices in more than 50 locations around the world.
 -0- 5/5/93
 /NOTE TO EDITORS: Photo accompanying this release is available on INS PhotoLink Network/
 /CONTACT: Craig Lowder of The Reader's Digest Association, 914-241-5159, or home, 914-741-2390/
 (RDA)


CO: The Reader's Digest Association, Inc. ST: New York IN: PUB SU: PDT

GK-PS -- NY003 -- 4670 05/05/93 07:30 EDT
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Date:May 5, 1993
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