Tuesday, May 30, 2006

Artscroll advertising blitz in Israel

Artscroll Advertising Heavily in Eretz Yisroel
by Yated Ne'eman Staff

Artscroll is launching a sales campaign in Israel for all of its books through heavy advertising in the press, in botei knesses and via direct mail. The company has already distributed over 120,000 brochures in the form of newspaper inserts in the Hebrew editions of Yated Ne'eman and Hamodia as well as samples in botei knesses. The company plans to focus its marketing efforts on the Schottenstein Edition of the gemora, considered the Jewish publishing project on the largest scale (over 15 years and running), with the greatest investment (total cost of over $20 million) and the highest demand (about 20,000 copies of each volume are sold) ever. The new Compact Size Edition is a precise replica of the Full Size Edition designed to make available a more lighter, portable version to complement the home edition.

The new entirely Hebrew siddur, Ner Naftoli, is also being heavily marketed. Sales have been brisk in Chutz La'aretz and now an Israeli edition has been published based on the halochos and customs practiced in Eretz Yisroel.

To promote sales, 1,000 copies of the siddur have been distributed for free at selected locations around the country, including 150 at the Kosel Maarovi, 70 at Beis Knesses Itzkovitz in Bnei Brak and dozens at Beis Haknesses Hagodol. The advertising account has been handed over to Chen Advertising, which has worked with Artscroll for years. According to Chen Advertising some $150,000 will be invested in advertising over the coming months.

from Dei'ah Vedibur

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