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. Spending is estimated at $1-3 million.
Encyclopaedia Britannica last year made its initial foray into the retail market, offering the 32-volume set at bookstores in a distribution deal with Merriam-Webster.