RDA Interactive President to Step Down

Lara Bashkoff to step down by the end of October.

By Jason Fell

Less than two weeks after the Reader’s Digest Association announced a reorganization of its interactive division, president Lara Bashkoff has told the company that she will be leaving her position at the end of October.

In an e-mail to FOLIO:, Bashkoff indicated that her departure was not associated with the recent reorganization. “RDA and I came to a mutual agreement, and I'm leaving the company after a transition over the next month," she wrote. “I'm excited about the accomplishments we've achieved here over the last three years, and the team is poised to continue growing digital business within the realm of a traditional media company.”

Bashkoff’s responsibilities as president will be absorbed by RDA CMO Amy Radin, who Bashkoff reported to.

Following the announcement last month that it was realigning its U.S. business operations with the creation of the U.S. Affinities and Emerging Businesses divisions, RDA said it was reorganizing interactive to support the company’s global initiatives and corporate priorities associated with the new U.S. affinities. As part of the reorg, RDA transferred responsibility for its branded U.S. Web sites into the new U.S. business structure. RDA Interactive was to continue to be led by Bashkoff; Jonathan Hills was named managing director of

A team of about 20 “dedicated to corporate digital roles,” remained following the reorganization, an RDA spokesperson said at the time. A number of corporate digital positions, however, were eliminated.

Bashkoff was promoted to president of the interactive division in February after serving as interim president since November 2008, when Jodi Kahn left the company. She joined RDA in 2006 as vice president of corporate digital strategy.

By Jason Fell


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