July 31, 2007, 12:00 AM

Kaplan scores with iTunes as channel to reach students

Study-aid publisher Kaplan Inc. is letting students study for college entrance exams with material downloaded from Apple Inc.’s iTunes to their iPods. The service, which also lets students listen to music at the same time, is getting strong feedback from customers, Kaplan says.

Internet Retailer

It may be a no-brainer that teens prefer listening to music on their iPods over studying for college-entrance exams, but now study-aid publisher Kaplan Inc. is letting them do both at the same time-and boosting online sales in the process by offering its study material through Apple Inc.’s iTunes.com for download to an iPod.

“Students don`t go anywhere without their iPods and Kaplan has always sought to make test prep as convenient as possible for our students, so it’s a natural fit to offer test prep on iTunes,” says Mark Ward, president, pre-college programs, Kaplan Test Prep and Admissions. “As students have embraced new trends over the years, from new learning and entertainment channels to new technology, we’ve adapted our materials in ways that are relevant to their lifestyles.”

Kaplan is providing, at $4.99 each, interactive programs in reading, mathematics and writing that help prepare high school students for taking SAT exams as part of college admission procedures. Now students view test preparation material on the iPod screens, click to answer multiple-choice questions, and receive over the web from Kaplan detailed analyses of each completed quiz.

“Interest and enthusiasm from students has been terrific,” says Kristen Campbell, national director of SAT and ACT pre-college test programs, Kaplan Test Prep and Admissions. Although online traffic and sales figures were not available, Campbell says Kaplan has received positive feedback from students and read favorable comments about the program in blogs.

The downloaded programs are intended as supplementary programs for SAT exam preparation, a spokesman says. Kaplan also provides free content as well as links to paid content for college test preparation on MySpace.com/Kaplan.

paul@verticalwebmedia.com

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