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The launch product will be Discovering the Wonders of Our World, a best-selling general interest book that RDA has published worldwide including new-market openings in six countries in the past three years. RDA plans to publish additional books in the UAE, and potentially Reader's Digest, its flagship magazine. The partners also plan to test-market RDA products in neighbouring Middle East countries.
"We are excited about launching in the UAE," said Thomas D. Gardner, President of Reader's Digest International. "We see this as a first step in the region, and we look forward to exploring the potential for further expansion. We are delighted to be working with Motivate, which has a remarkable track record of success and innovation. We are confident that this will be a highly successful partnership."
Ian Fairservice, Managing Partner of Motivate Publishing, said,
"We are delighted that Reader's Digest has chosen to work with Motivate Publishing to launch in the Middle East. As we have already demonstrated with the launch of Hello!, Motivate is keen to work in partnership with international brands, and there is none more familiar or more respected than Reader's Digest."
Also working with the partners will be EMP, the direct marketing and promotions arm of Emirates Post, to help promote the sale of RDA books to the cross-cultural UAE audience. RDA books will be available exclusively by mail order.
Posted by Anne-Birte Stensgaard, Senior News Editor
