The Press: Selaccaaos del Reader's Digest

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In ten months the Spanish edition of Reader's Digest has become the biggest-selling Spanish-language magazine on record (350,000 circulation), and Publisher DeWitt Wallace has taken his place among the big U.S. exporters to Latin America. Last week he announced a new project for winning Latin American friends and losing money. It is a Portuguese edition of Reader's Digest for Brazil. Scheduled for delivery Jan. 10, starter edition will be 100,000 copies.

Like the Spanish edition (Selecciones del Reader's Digest), the Portuguese Selacçàaos will lose money to start with. Two further ideas will increase Reader's Digest's Latin American budget: 1) a talent-scouting trip, now afield, in search of articles from Latin America (not to exceed 40% of magazine's content); 2) sponsoring free U.S. tours for Latin American writers.