![]() ![]() “We planned our marketing campaign to reach both the trade and institutional worlds,” said Joy Dallanegra-Sanger, senior v-p and director of marketing for Macmillan Children’s Publishing Group. ![]() Robb promoted the program at IRA and NCTE, where the brochure and samples of finished books were distributed. Trade components included a brochure delineating the differences between the picture-book and beginning-reader editions and online and print advertising. ![]() The publisher’s marketing campaign for the new My First Readers taps into both the trade and institutional markets. “They are very much about stimulating imagination, playfulness, and creativity.” “The reading activities Robb includes are in keeping with Bill’s philosophy,” Godwin says. The My First Readers include introductions and supplementary material created by Laura Robb, an educator and reading specialist who Godwin notes was a colleague of Martin for many years. This reformatting program continues next January, when Holt will release My First Reader editions of Panda Bear and Baby Bear. ![]()
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