大象传媒

Why did we lose Reader's Digest magazine when it is still going in America?

The 大象传媒 Business journalist, Sean Farrington, discovers what happened to the brand which started over a hundred years ago and became the most widely read magazine in the world.

Alongside him is the serial entrepreneur, Sam White, ready to offer her opinions on the business's fortunes.

How did a magazine which pinched articles from other publications become so successful? And why did it end up toast in the UK?

Sean speaks to:
- Sir Alexander McCall Smith, the best-selling author of The No.1 Ladies Detective Agency who also wrote for The Reader's Digest
- Richard Junger, Professor of Communication at Western Michigan State University
- Tom Browne, a former editor of Reader's Digest UK
- Gary Hopkins, a former owner of the business's UK division
- Jason Buhrmester, Chief Content Officer for Magazines & Books at Trusted Media Brands which owns the Reader's Digest brand, still publishes it in America and licenses it for publicaiton in other parts of the world.

Produced by Jon Douglas. Toast is a 大象传媒 Audio North production for 大象传媒 Radio 4 and 大象传媒 Sounds.

You can email the programme at toast@bbc.co.uk

Feel free to suggest topics which could be covered in future episodes.

Sliced Bread returns for a new batch of investigations in December, where Greg Foot investigates so-called wonder products to find out whether they really are the best thing since sliced bread. In the meantime, Toast is available in the Sliced Bread feed on 大象传媒 Sounds.