BabySource Disney bilingual is going to continue in 2007, working on developing a larger web presence, distinct from its other marketing efforts: “We are really testing the web, with more English copy than Spanish, as acculturation levels online tend to be higher,” says Scholastic director of niche marketing Jorge Londoño.
He added that they want to explore the web as an independent channel, and gauge response. “There won't even be a link from the direct mail piece going to the webpage. We want the customer to consume the media and not be distracted by references to other media. Maybe in the future, when we understand the metrics of each media, we can look at how to cross pollinate our efforts.”