BRITANNICA MAKES SHIFT TO DIRECT MARKETING

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Encyclopaedia Britannica is shifting from a direct sales emphasis to direct marketing in North America.

Encyclopedia Britannica named FCB Direct, Chicago, as direct marketing agency of record for its three encyclopedia products-the printed 32-volume set, the CD-ROM version and Britannica Online. Direct marketing previously was handled in-house. Billings haven't been determined.

The only previous direct marketing was lead generation for the sales force, said Nathan Taylor, VP-direct marketing. "We are changing the focus of our marketing effort. There are now no direct sales in North America."

The marketer has begun utilizing direct mail and telephone marketing, and is evaluating print, TV and online marketing, he said.

"We've learned from our customer base, and changes in the demographics of our customer base, that direct marketing would be a more convenient way to buy our products."

FCB was picked from five finalists, said Mr. Taylor, who wouldn't name the competing agencies.

FCB Direct will use both new and traditional marketing channels and sister agency, TN Technologies, a digital and interactive agency, will be involved in the account.

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