Andrews McMeel's Strategy: Building 'Bench Depth'
Diversification and strategic partnerships help position the company for a strong future in a shifting market.
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Video has become a staple of its marketing as well. "We have found videos to be a valuable and useful asset in spreading news about our books," says Kirsty Melville, publisher and president of AMP's book group. "We market videos to the consumer and the retailer, in both traditional and online media outlets, including social media."
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