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


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...