Scholastic's Leslie Garych and Tracy Van Straaten Talk Up the Ins and Outs of Online Catalogs
Extra: There seem to be several genre- and topic-specific editions of your catalogs (for instance, the Bullies and Bullying edition). Does doing online cataloging allow you to more precisely target your titles and buyers?
Tracy Van Straaten: The genre-specific catalogs/lists are created by different groups. For example, the “teen/tween” and “science fiction/fantasy” catalogs are created by my team (publicity), and we had been doing those for years as print catalogs to send to select media outlets interested in those genres/age groups. They are now available digitally instead (at a lower cost) and to a wider distribution, which is great. Others are created for our sales team by their request, or based on trends in the industry. The great thing is that we can be very nimble, and create them quickly and easily.
- Companies:
- Scholastic Inc.