American List Counsel, Princeton, NJ, next month will become list manager of Scholastic Inc.’s QED databases of teachers, schools and other educational topics.
With information on more than 3.1 million teachers at public and private schools, QED’s Teacher DataSource is one of two databases covering most educators in the United States. The other is Dun & Bradstreet Corp.’s MDR, or Market Data Retrieval.
QED’s School DataSource has data on 111,000 schools segmented by grade level, enrollment, size of market served, demographic makeup and other criteria.
Scholastic, New York, acquired QED, formerly known as Quality Education Data, in January. Jeanne Hayes, president of QED, Denver, said the retention of an outside list marketing firm was part of Scholastic’s growth strategy.
Before the retention of ALC as list manager, QED primarily marketed its databases to customers in the education segment, including the National School Board Association, textbook publishers, software producers and computer marketers. QED will continue to market to those customers, with ALC targeting marketers of mainstream products such as apparel.
“Our job is to expand dramatically the presence and the activity of the database in the direct marketing community,” said Fran Green, executive vice president of list management at ALC. Green said Scholastic – which is the largest marketer of children’s book clubs – will strengthen the quality of QED’s data by adding its own wealth of transactional data.
Fran Reilly, director of new business development at Scholastic, declined to discuss what information from Scholastic would augment QED’s databases, saying only that the QED data was “a very rich file.”
The agreement expands ALC’s relationship with Scholastic. ALC is the list manager for Scholastic’s Instructor Magazine, a publication for teachers.