Weekly Reader Is Feather for Crossbow

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Weekly Reader Corp., a 102-year-old publisher of classroom publications and supplementary materials, named Crossbow Group, Westport, CT, as its advertising agency.

Crossbow is charged with creative responsibilities for direct marketing, print advertising, e-mail, Web and trade show marketing as well as collateral and assorted new business development efforts.

"The mandate is to efficiently increase the subscriber base for classroom magazines and to help the Weekly Reader rapidly expand its supplementary publishing business," said Jay Bower, president of Crossbow. "We also want to build a consistent, integrated look and feel for the brand."

Weekly Reader's 16 magazines reach 9 million students and 300,000 teachers nationwide. The company competes with Scholastic and Time Warner Inc.

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