Britannica Signs Trade Distributor

Encyclopaedia Britannica has signed on Continental Sales Inc. to distribute its print products, part of the publisher's strategy of increasing its presence in the trade book market. Continental will represent Britannica's trade titles to bookstores, discount clubs, mass merchandisers and other consumer channels. Continental's partner, Weatherhill/BHB Fulfillment Services, will handle distribution and fulfillment.

While its massive, multi-volume encyclopedia remains the company's flagship product, Britannica also has recently introduced a number of one-volume titles designed for the trade market. Such titles include the Encyclopaedia Britannica Almanac and the Britannica Concise Encyclopedia.

"We plan to go a long way in the trade, and we need a distributor with the know-how to help us get there," said Patti Ginnis, Britannica's senior v-p, sales and marketing.