Scholastic turns to data, loyalty in renewed push for book clubs

Share this article:

While many in the publishing world have been slow to embrace the digital evolution (save for a few e-readers), Scholastic is looking to take its decidedly old-fashioned - but popular - book clubs and bring them into a new era. The publisher turned to focus study groups to gather data directly from its customers, teachers and the K-12 education system, to begin a new $9 million campaign for its Scholastic Book Club that delivers new books to classrooms around the country, according to a report in The New York Times.

As part of the effort, Scholastic will broad its e-commerce portal, in effect since 2000, beef up its loyalty points programs and add specific tab for new teachers to its Facebook page. From the Times:

This school year, however, the bookseller 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.

The reasons for the new effort include trying to find better ways to reach a rapidly moving population of teachers. Each year, many start their careers, move to new schools or leave the profession.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the Week


Better relationships. Better ROI.

Founded in 1985, and voted among the nation's top direct marketing agencies, Anderson Direct & Digital extends brands, grows businesses and delivers superior ROI through scientific customer insights, and by fully integrating direct mail, email, online, search, print, social, mobile marketing and more. We provide world-class agency and production services—all from our Southern California facility.

Featured Listings

Anderson Direct and Digital

Anderson Direct and Digital

Better relationships. Better ROI. Founded in 1985, and voted among the nation’s ...