Seth D. Radwell has been named president of Scholastic at Home, the direct-to-home operation of children’s publishing and media company Scholastic Corp. Radwell had been president of eScholastic, the company’s online information and e-commerce division. Radwell will continue in his position as head of eScholastic.

In his new role, he will also have responsibility for school continuity programs and the Back to Basics Toys division of Scholastic. He will continue to report to Richard Robinson, chairman, president, and CEO of Scholastic.

Radwell succeeds Judy Newman, President of Scholastic Book Clubs, in the Scholastic at Home position.

“We will continue to pursue our strategy of building long-term, productive relationships with At Home customers, and of acquiring new customers, particularly through the Internet, with the goal of engaging families of young children ages 0 to 5 who will, in years to come, get to know Scholastic through our school-based channels,” Robinson says. “Seth’s extensive knowledge of our Internet presence and capabilities, as well as his prior experience in the marketing and metric management of consumer book clubs, will serve our company and our customers well.”

Newman will continue at Scholastic, focusing on the Scholastic Book Clubs business. She has been head of the Scholastic at Home business since 2000, when it was integrated into the company as part of Scholastic’s acquisition of Grolier.

Radwell joined Scholastic, No. 42 in the Internet Retailer Top 500 Guide, in 2005 from his position as president, marketing and editorial group for Bookspan, the premier direct marketer of general interest and specialty book clubs, where he was responsible for all editorial, marketing, media and Internet functions for the company, as well as new business and product development. Before joining Bookspan, Radwell was CEO & President of Doubleday Interactive and booksonline.com.

 

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