Scholastic gets a new president of e-Scholastic, its e-commerce unit
Children’s publisher Scholastic Corp. has named Seth D. Radwell president of e-Scholastic, its online information and e-commerce division. He also was named executive vice president of the company. Radwell most recently was president of the Marketing and Editorial Group for Bookspan, direct marketer of general interest and specialty book clubs, where he was responsible for all editorial, marketing, media and Internet functions as well as new business and product development.
“Seth is an e-commerce leader who has an impressive track record building new businesses and attracting new customers through the online space,” said Richard Robinson, chairman, president and CEO of Scholastic. “Scholastic`s strategy is to provide book content and commerce to our parent, teacher, and child customers. Seth will leverage our powerful brand to further expand our strong, multi-faceted content and commerce site and enable our business divisions to grow through the online channel. Seth will also continue to improve our Internet service for the millions of teachers, children and parents who regularly visit Scholastic.com.”
Radwell will be responsible for the growth of e-Scholastic, especially developing the Internet as a significant channel of distribution and e-commerce to expand the company`s core businesses. He will be responsible for the online school book club ordering area, COOL (Club Ordering Online), that processes 40% of Scholastic`s U.S. school book club orders; The Scholastic Store, an e-commerce site serving families; and The Teacher Store, selling Scholastic teaching resources, paperbacks and other products to individual teachers and to school districts. Combined, Sholastic’s e-commerce centers generate about $250 million in annual revenues. Last year, Scholastic.com page views grew to 530 million. The website draws about 1.5 million unique visits per month from teachers and 1.6 million unique visits from kids and families.
Radwell will also oversee the development of new interactive products and services on the site, responsible for updating Scholastic.com`s content and network of information and activities for teachers, parents, and children.
Before Bookspan, Radwell was CEO & President of Doubleday Interactive and booksonline.com where he guided the book clubs business from paper-based to online He also served as vice president and general manager of the U.S. market for Bertelsmann Online. Before joining Bertelsmann, he was senior vice president, content and product design for Prodigy Services Co.
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