Keith J. Kelly
The Reader's Digest Association brought down the
curtain on its rocky, 17-year ride as a public
company when private equity giant Ripplewood
completed its $2.4 billion buyout yesterday and
installed Mary Berner as the new CEO.
Berner, the former CEO of Fairchild
Publications, replaces Eric Schrier, who will
become a consultant to RDA and Ripplewood.
Ripplewood is also rolling up into RDA two other
companies that it already owns: Direct Holdings
Inc., which mainly consists of the Time Life
music business that sells albums on late night
TV infomercials; and WRC Holdings, publisher of
the schoolhouse favorite My Weekly Reader and
related properties.
The addition of the two smaller companies will
cost Ripplewood an additional $194 million, and
push the total price tag for the three deals to
$2.6 billion.
Berner on Day One of the new job was exuding the
usual optimism with few particulars. "The
strategy is one of building on what is there,"
she said.
RDA's assets include the pocket-size Reader's
Digest magazine, which has cut its U.S rate base
to 10 million, the hugely successful start-up
Everyday with Rachel Ray, Fun with Books and QPS.
Berner is a respected publishing executive, but
burnished much of her credentials by boosting ad
sales when she worked at Si Newhouse's most
profitable Conde Nast magazine, Glamour. She
then became the CEO of Fairchild shortly after
Newhouse acquired it from Walt Disney Co. in
1999.
Berner resigned from Fairchild in early 2006.
So far, Berner is offering few insights. "I have
to get inside and see what we have," she said,
even though she has been quietly strategizing
for months with the new owners.
She said she believes Weekly Reader has life
"beyond the classroom" and the Time-Life TV
marketing efforts can help move music and video
from throughout the RDA operation. "We have one
of the largest music collections in the world,"
she said.