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Scholastic Books Revamps Its Marketing
New York Times
When Karen Rice was a little girl, Santa Claus visited multiple times a year. At least it felt that way when Ms. Rice, now a 22-year-old elementary-school teacher in Elizabethtown, Ky., got the books she ordered from the Scholastic Book Club. This school year, however, Scholastic is taking a new approach to getting its books into classrooms. For the first time, it plans to reach teachers using a combination of social networking, expanded e-commerce and new back-to-school promotions, in addition to the standard paper catalogs.
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