PC REPORT
January 30, 1998
Landshark No More
Video may have killed the radio star, but it was the PC that killed the
door-to-door salesman. That's the message from Encyclopaedia Britannica
Inc., in Chicago, which this month disbanded its last remaining
door-to-door sales team in the UK.
The company's US sales force was dissolved in April '96, when the 230 year
old company first transitioned to a direct marketing effort. Since then,
the company transitioned again, this time to electronic product and retail
channels.
A pioneer of door-to-sales in the 1930's, the company's heritage didn't
stop it from dominating new markets. "Britannica CD '98 Multimedia Edition"
shot to the top of the retail sales charts when it was introduced last
fall, and over 50% of the country's college students have access to the
company's for-pay Web site.
Rich Levin, KYW Newsradio.
Rich Levin's PC Report
As heard on KYW Newsradio 1060 AM Philadelphia
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Copyright (C) 1998 Rich Levin, all rights reserved Subscribe at http://24.3.97.12
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