Scholastic to expand ethnic reach

Fitzgerald, Kate
January 2000
Advertising Age;1/3/2000, Vol. 71 Issue 1, p28
Trade Publication
This article profiles Anne Kenney, director of multi-cultural marketing at Scholastic. She had previously worked for five years in various marketing positions but left in the mid-1990s to work in advertising sales for People magazine of Time Warner. Scholastic plans to use research and target marketing to devise new ways to introduce its products to ethnic audiences. Kenney stated that the company have a lot of products for multicultural audiences but have no corporate strategy yet for delivering it to alternative channels.


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