Britannica tries retail store plan

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Encyclopaedia Britannica, Chicago, will market its 32-volume encyclopedia through retail bookstores beginning this fall. Its primary method of distribution has been direct mail, but it has been testing retail sales for six months. Retailers will carry Encyclopaedia Britannica displays but not stock inventory. New print ads this fall will support the retail store program, while new TV spots will promote the brand. FCB Direct, Chicago, handles. Spending was not disclosed.

Copyright May 1997, Crain Communications Inc.

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