Reader's Digest goes under the knife, New Editor wants to redesign the redesign, rate base to be chopped

-MARTY Hey! Everyone is doing it to keep with the tone of things. Time magazine did it, Newsweek did it, Businessweek did. But now its Reader's Digest' turn. They pulled the curtains back on their newly nip and tucked print edition and website and it pains us to say this, but its a good step in the right direction . The new logo is current and soft. Gone is the outdated 1970s-esque logo which was a huge yawn fest! However the website still has some traces of the old RD. The subscription page still carries the old logo and magazine cover (note to RD's web design team: don't launch until you erase traces of the old days). The print make over according to Mediaweek included the usual, a bold new logo duh!, updated fonts and column names, as well as an ad on the back cover... WoW! they pulled out all the stops huh? New EIC Peggy Northrop, had no choice but to welcome the changes being that it was implemented before she arrived. But of course the woman wants to put her stamp on the redesign, can you blame her. She wants some credit too if the redesign is a hit. The magazine will also see it's rate base chopped down by 20% to 8 million. Peggy Northrop, who took over from Jackie Leo as editor last week, is planning to put her own stamp on the book as early as April. Northrop, late of Meredith Corp.’s More, where she helped create buzz around women over 40, was complimentary of the forthcoming redesign, which was done before she arrived. “I really like it, but naturally I’m going to take a fresh look at everything,” she said.Her plans include more concept covers like that of January, which features the iPhone; polls and stories that leverage RD’s global presence; and more election-related content. Northrop acknowledged the need to change RD’s dated perception, which she admitted even she shared. “There’s a lot of growth left here,” she said. “This is an iconic magazine brand, and it’s really exciting to reach out and take it to people who have not taken it as seriously.” Hmmm, Iconic, but people have not taken it seriously? RD Strikes Back-Cover Pact With [MW]