Scholastic Inc.

The Corporation as an Incubator
January 3, 2013

In the 2012 presidential campaign, every time President Obama pounded the podium and demanded, "We must invest in job training programs" it turned my gut into knots. It seems to me that the logical place to look for filling jobs is within, just like the farm system in Major League Baseball.

101 Examples of Social Business ROI
January 13, 2012

A few years ago, I put together a list of social media marketing examples. The list contains 324 examples of brands putting social media to use and at that point in the social media industry's evolution, it was the best of what was around (and still might be). Now that initiatives have been in market, any reasonable business manager would expect to see program results. However, quantified results in social business and brands willing to stand behind them are difficult to find. But the truth is out there …

DMEF Awards Dinner, October 11, 2008
October 12, 2008

Luminaries of the direct marketing world gathered on October 11, 2008 to recognize the contributions of Roska Direct's Jon Roska and Scholastic to the educational goals of the industry. During the DMEF's awards program, luxury items were auctioned off to raise funds for future DMEF initiatives.

Is a Fungus Among Us?
June 3, 2008

Here are two stories about people working for two businesses—an employee in one and members of the board in the other—who knew a lot about their respective companies. Both allegedly annexed a core product and went into competition with it. Both cases have resulted in lawsuits and countersuits. A person that would do this to an employer is a fungus—a parasitic organism that obtains nourishment by locking onto a host and sucking it dry. What can you do if such a person is loose in your company? If you have an idea for a new product, do you develop it and then offer it

Why Is Rowling Howling and Growling?
April 16, 2008

Let’s get one thing straight at the outset. If someone creates a product or service that enhances the value of your product or service—makes it more valuable to the user and very likely results in additional sales for you—that is called a PR coup. Do not sue the guy. Glorify him. Better yet, send him a case of Dom Pérignon. A Personal Digression A number of years ago I got hooked on Patrick O’Brian’s Aubrey-Maturin novels about the British Navy during the Napoleonic era. These were the stories of Captain Jack Aubrey, a “Master and Commander,” who was a daring fighter and hero

September 1, 2007

The full list of 2007’s Top 50 Mailers (excludes catalogers) Company Sales/Revenue Industry List Manager(s) (in millions) Citigroup $146,558 Financial Does not rent Bank of America $117,017 Financial Does not rent JP Morgan Chase $99,845 Financial Does not rent 4 Sprint/Nextel $41,028 Telecommunications Does not rent American Express $27,136 Financial/Media Millard Group Washington Mutual $26,454 Financial Does not rent Capital One $15,191 Financial Does not rent Time Inc. $5,846 Media Millard Group/ Belardi-Ostroy Inc. 4 Pitney Bowes Co. $5,730 Business Services MeritDirect Salvation Army $5,300 Nonprofit Does not rent 4 Discover Card Services Inc. $5,000 Financial Does not rent Hearst Magazines $4,550 Media Direct Media International American Red Cross $3,919 Nonprofit The Carol Enters List Co./ American List Counsel The New York Times Company $3,289.9 Media American List Counsel BMG/Columbia House $2,400 Media Specialists Marketing Services/American List Counsel Reader’s Digest Association $2,386.2* Media American List Counsel/ The Catamount Group 4 Scholastic Inc. $2,283.8 Media Specialists Marketing Services/ Millard Group/List Services Corp. Dow Jones & Company $1,783.9 Media American List Counsel Meredith Corp. $1,600 Media American List Counsel/ Millard Group Company Sales/Revenue Industry List Manager(s) (in millions) Memorial Sloan-Kettering Cancer Society $1,623 Nonprofit Direct Media International Conde Nast Publications $1,400 Media Millard

How to Deal With the Media - 2
August 30, 2007

Tuesday’s edition of this e-zine dealt with the massive problems of China’s overheated economy being exacerbated by appallingly bad PR. Instead of speaking with one soothing voice, many Chinese government agencies and individuals are insulting their customers and ripping the world’s media for allegedly unfair coverage. The beat goes on. Audra Ang reported yesterday that Li Changjiang, director of the General Administration of Quality Supervision, Inspection and Quarantine, blames Mattel for bad toy design. But … when you think about it, Mr. Li has got it right this time. It also appears that Mattel may be competing with China for the world’s poorest PR practices. Mattel’s Huge PR Coup: A

I Was Peter Possum
March 14, 2006

In the 1960s, Grolier Enterprises was run by four dynamos: Founder Elsworth (The Shark) Howell, whose real love was judging dog shows; Vice President Bob Clarke, who started in the Grolier mail room; Vice President of Marketing Ed Bakal, a rough-hewn ex-paratrooper; and Vice President of Creative Lew Smith, a low-key, creative genius. Grolier’s business at the time was selling Dr. Seuss books to kids. The competition was Weekly Reader Book Club and Scholastic’s paperback book clubs, which sold books to students in classrooms through the teacher. Using the Scholastic paperback model, a guy named Joe Archy started the Willie Whale Book Club. Howell watched it

Talking Tech
March 1, 2006

It’s one thing to size up how fast a new technology might be adopted based on customer market size, user interest surveys and other progress measurement tools. To provide an additional layer of perspective, Target Marketing caught up with JoAnne Kim, director of e-Marketing services at e-Scholastic, the e-commerce and online communication arm of children’s publishing company Scholastic. She provided insight on which tech developments are powering her company’s online endeavors, as well as those emerging solutions that are on e-Scholastic’s radar going forward. Target Marketing: How do you stay abreast of the latest technologies? JoAnne Kim: We find out about the latest technologies in multiple

Spin a Yarn
February 1, 2006

Our Relationship Begins When You Tell Me a Story! This past November, I flew to New York City for the Silver Apple Award ceremony. My friend Murray Miller of American Express was among the individuals being honored, and my friends at Boardroom/Bottom Line received the Corporate Apple Award. After each award, the honoree said a few words, well actually a lot of words, which is OK with me. It struck me, as it does every year at the Apples, that long-time direct marketers all seem to be great storytellers. I think that’s one reason the ceremony always is packed. We like hearing their tales