Older women are the magazine's biggest fans, so Klingel decided to start with them.

FORBES: Old Dog, New Tricks

Overseeing the effort: John Klingel, 59, a former consultant who helped launch Martha Stewart Living and Vibe magazines.

FORBES: Old Dog, New Tricks

Klingel is trying to land younger subscribers by stuffing subscription cards in phone books, catalogs and small-town Sunday newspapers.

FORBES: Old Dog, New Tricks

Klingel started relying more on premiums, such as calendars, road atlases, Christmas ornaments, even adding a cheap 35mm panoramic camera.

FORBES: Old Dog, New Tricks

"What the Digest did was ignore everyone who didn't respond to sweepstakes, so I'm having a field day, " says Klingel.

FORBES: Old Dog, New Tricks

Reader's Digest Association Chairman Thomas Ryder brought in Klingel and gave him a blank check to clean up the circulation mess.

FORBES: Old Dog, New Tricks