Britannica to Step Up Online Marketing: When...

Britannica to Step Up Online Marketing: When you hear that knock on the door, don’t expect it to be the encyclopedia salesman anymore--at least not for Encyclopaedia Britannica Inc. The company said consumers no longer want in-home sales, so it plans to cease the practice in the U.S. and Canada, although it will keep in-home sales abroad. The company quit door-to-door sales in the late 1950s, going to homes only after a person had expressed an interest in buying a 32-volume set that now costs between $1,200 and $2,000. The company said consumers are demanding faster, more convenient ways to buy. To that end, Britannica said it will step up other direct-marketing activities, including online marketing. The Britannica has been hurt by falling sales and a late start with a CD-ROM product. The privately held company agreed to be purchased in December by an investment group headed by Swiss-based investor Jacob Safra for an undisclosed amount.