Tuesday, December 23, 2008
Discovery's Smart Marketing to Educators
This week's BusinessWeek has an article about how the Discovery Channel repurposed its vast library of videos to sell to the educational market. This isn't just a new label on old stuff--it's a package with free grade-specific lesson plans and teacher's guides. Discovery has a good brand and followers among teachers, parents, and children. "These students are going to be our TV viewers of tomorrow," says the head of this Discovery business. Smart targeting, smart product development.