From Garage Publisher to Google Prominence
The company’s free e-newsletter is also faring well, with a circulation of 200,000 to elementary educators who receive it once a week. The newsletter includes lesson plans for the upcoming week. “We’ve promoted this service through trade shows for a few years, and now we collect e-mails. Teachers can also sign up via our Web site,” explains Evans. The newsletter is also featured prominently in Evan-Moor’s catalog, which is mailed to two million people a year.
The Google Effect
Type in the phrase “educational publishing” to Google, and Evan-Moor comes up at the top of the page above 59 million results. Such a coveted position doesn’t come easily, and Evans isn’t about to let the cat out of the bag as to the company’s specific strategy for getting there.
“We try to very carefully metatag our site and make it search engine friendly,” he says. “We employ a staff of people who work on our Web site, and they are paid very good salaries to do just that. It’s certainly paying off.”
No doubt Google is drawing high traffic to Evan-Moor’s site, but Evans emphasized that the attractiveness of his company is also the result of the thoughtfulness Evan-Moor puts into providing the materials and services teachers need, and on changing educational environments.
“We do our best to keep up with different learning techniques that are consistently introduced,” he says. “Years ago, the learning style was whole language, now there’s a greater shift back to phonics. It’s important to us that we attend conferences and trade shows so as to keep in touch with the classroom.”
One of the biggest projects Evan-Moor has taken on involves accommodating updated educational standards brought on by political changes. In response, Evan-Moor created Teaching-Standards.com, where teachers can access materials related to their states’ standards.