The Vanguard Group has aligned itself with the Reader’s Digest Association to launch a marketing campaign in 2002. Vanguard is looking to leverage Reader’s Digest’s direct mail marketing expertise and resources, said James Gately, managing director of Vanguard’s Direct Investor Services Division.

This fall, Vanguard and Reader’s Digest will determine which Vanguard products and services the company will market to Reader’s Digest customers, according to a Reader’s Digest spokesman. Following that, the companies will identify a customer base that may be interested in Vanguard’s products. Reader’s Digest has a substantial direct mail customer database from its magazine business as well as its direct mail sales of music, videos and books, the spokesperson said.

In the spring of 2002, Vanguard will launch a direct mail marketing campaign to the selected Reader’s Digest customer base, the spokesman said. The details of the marketing materials and services offered have yet to be determined, he said.

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