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Twinlab

This article was originally published in The Tan Sheet

Executive Summary

Vitamins, minerals and supplements bearing the Twinlab and Reader's Digest names will debut in spring 2001, companies announce. Products will be specially designed, not sold in stores and marketed primarily through direct mail, advertising in the magazine and both firms' Web sites. RD has a U.S. circulation of 12.5 mil.; the company's central database for all products contains 100 mil. names. Firms expect to develop the service as a continuity program, in which customers sign up for regular product shipments, initially targeting the U.S. but possibly expanding overseas. In April, Readers Digest Association partnered with Merck-Medco to offer a discount prescription drug service
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