Scholastic to expand ethnic reach

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Who: Anne Kenney, 46, returned to Scholastic in October 1999 in the new position of director of multicultural marketing. She had previously worked for five years in various marketing positions but left in the mid-1990s to work in advertising sales for Time Warner's People.

Mission: Expanding Scholastic's reach within ethnic markets, focusing primarily on Hispanic and African-American audiences. Already the No. 1 media brand sold through schools, Scholastic's goal is to increase its penetration in schools with a higher proportion of ethnic students. "We're a big name in schools, but we want to reach all kids everywhere," Ms. Kenney says.

Strategy: Scholastic plans to use research and target marketing to devise new ways to introduce its products to ethnic audiences. Plans include increasing its direct-to-home marketing efforts, as well as its programs targeting teachers to sell Scholastic's books, magazines, videos and other education-related products to alternative ethnic groups. "We have a lot of products for multicultural audiences but until now we've had no corporate strategy for delivering it to through alternative channels," Ms. Kenney says.

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