Reader’s Digest is expanding its health content and marketing offerings with an online/offline partnership with OrganizedWisdom, a company which aggregates news and info from “wellness experts.” The deal, which also includes sharing ad sales duties, comes nearly a year after the Reader’s Digest Association began rebuilding following its emergence from bankruptcy.
Over the past two years, a number of media companies have looked to outside health content providers as a way to bring in lucrative pharmaceutical advertising. It’s also a good way to build and retain their audience, since the endless array of health information on the web makes everyone an amateur etiologist.
Recently, AOL (NYSE: AOL) began farming out its wellness channel to Everyday Health, while a year ago, ABC (NYSE: DIS) News Yahoo (NSDQ: YHOO) outsourced management for their respective health verticals to Healthline Networks.
Reader’s Digest isn’t going that far. OrganizedWisdom, which has been around for about four years and is backed by include Esther Dyson, Jerry Levin, compiles links and posts by 5,000 doctors and “wellness experts.” The idea is to give people who are frustrated by conflicting information about maladies and medical conditions a quick repository for health advice, though that’s pretty the concept behind every major and minor health site.