Impact Taking Britannica To New Markets

True North’s Impact Communications Group unit is readying a campaign backing a new push by Encyclopaedia Britannica to expand its retail sales.
Encyclopaedia Britannica this month is introducing a 12-volume Britannica Ready Reference set. Priced at about $500, it’s meant to lure families put off by the $1,500 price tag on the company’s flagship 32-volume reference classic.
Impact’s advertising, including broadcast and direct mail, is expected to begin in late summer, before schools resume.

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