16th May 2008
Macmillan Group In Mexico Is New Market Leader In Government Secondary
Each year, the Ministry of Education purchases approximately 27 million textbooks for distribution to junior secondary level students throughout the country. Teachers are invited to select the book of their choice from almost 240 titles from 20 publishers.
The Macmillan Group in Mexico, under their imprints of Editorial Macmillan and Ediciones Castillo, have outclassed all other publishers with a spectacular order of 6.2 million books, putting the Group into 1st position with 23% market share, ahead of the Spanish publishing group, Santillana, which had enjoyed the number 1 position for several years.
In Spanish curriculum publishing the results are impressive, with the Group achieving first position in the Science, Civics and Geography subject areas with market shares ranging from 19-29%. These excellent results demonstrate the tireless determination of the editorial team to interpret the new programmes currently being implemented under a major educational reform.
The result in ELT is especially encouraging where 45% market share was achieved between 3 Macmillan series and reflects the relentless efforts of the editorial team to publish first class books.
Recognition should also go to the sales and marketing teams whose intensive promotional campaign extended across the country, involving visits to 32 state governments as well as the federal government, to lobby and press for a clean ordering process.
The remaining challenge is to print and deliver 6.2 million copies in just 30 days.
Wish the team luck!
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