online seller of discounted college textbooks, launched a multi-million dollar
marketing campaign to expand its share of the $3 billion U.S. college textbook
The company also unveiled its new Web site, which features a search engine
that lets college students find their books from their booklists by their
individual schools, professors and courses.
A nationwide college promotional campaign executed with the help of a
grassroots network of 300 campus representatives is the cornerstone of the
VarsityBooks.com new marketing program. Extensive national and local print,
broadcast and online advertising reinforces the effort. Spending specifics
were not disclosed.
“Students are providing the momentum behind VarsityBooks.com. We have already
sold to thousands of college students in every state,” said Eric Kuhn, CEO and
founder of VarsityBooks.com. “We’ve designed a comprehensive marketing
campaign to ensure that every student from coast to coast knows there is a
more affordable and convenient way to buy books. I am confident that
VarsityBooks.com will become one of the better known, better visited brands on
The marketing push is timed to reach students and their professors as they
return to school for the spring ’99 semester.
The new VarsityBooks.com Web site features two additional flat shipping rates,
including 2nd day air and overnight delivery options, along with a method to
track orders directly from the Web site. For the spring ’99 semester book-
buying season, books for more than 45,000 individual courses from schools
across the country are available at discounts up to 40 percent.