Are You Ready for the Future
Industry leaders tackle the challenges and opportunities ahead—from electronic publishing to online content viewing to increasing competition and declining readership—and reveal their strategies for making the coming years profitable.
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What are some of your strategies for making this year profitable?
Holton: At Scholastic, we are focusing on bringing the right books to the right market. The children’s book market is made up of a lot of different channels, each with its own marketing, promotion and customer needs. We are focusing our spending on individual markets, while cutting back on more generalized promotion. At the same time, this channel focus is helping us reduce our returns, which in turn, improves profitability.
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Brian R. Hook
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