SOURCE: Scholastic Inc.

November 20, 2008 09:00 ET

Traffic on Soars in Fall 2008; Site Ranks #1 With "Power Moms"

Record Page Views in September and October With 70% Increase Among Parents, 40% Among Teachers and Kids Community Is up 180%

NEW YORK, NY--(Marketwire - November 20, 2008) -, the online portal for Scholastic (NASDAQ: SCHL), the global children's publishing, education, and media company, has experienced record traffic by teachers, parents and kids this fall and was recently ranked the #1 Web site for "Power Moms" by Nielsen Online. Recognized for many years as the leading Web site for teachers, has recently shown tremendous growth with kids and parents who visit the site for its dynamic brands, trusted parenting advice, rich media, and convenient, carefully curated e-commerce offerings. The site has seen a 14 percent growth in overall page views for September and October alone, attracting 6.4 million visitors this past month.

The growth this fall is a result of innovative new features and improved experiences and content following a site-wide redesign. While parents are visiting the newly designed content areas on and the Parent Activity Center to access popular Scholastic kid brands, kids are swarming to their own new online community about books and reading, The Stacks. Teachers are accessing brand new tools and resources including Scholastic Book Clubs Ordering Online (COOL), Teacher Book Wizard™ and Printables™ .

Scholastic has created a platform that integrates rich content, e-commerce and social media to connect teachers, parents and children -- and the site is gaining significant recognition outside its own firewalls. Most recently, Nielsen Online, a service of the Nielsen Company, ranked as the most visited site among "Power Moms," women 25-34 with at least one child at home -- tying the popular, and out ranking web sites for General Mills, The Gap, and FamilyFun. In addition, the site recently received the prestigious Webby Award, the 2008 National Parenting Publication Gold Award and the People's Choice Award for "Best Kids Site." for PARENTS:

Parents, especially "Power Moms," defined by Nielsen as those nearly twice as likely as the average Internet user to provide frequent advice on parenting topics, and 25 percent more likely to author a blog, are gravitating to for trusted parenting information. In the months of September and October, the Scholastic Parent Site saw record numbers, netting 8.8 million page views. September alone drew a 71 percent increase in page views over last year, and an 81.5 percent increase in page views to the content and articles areas of the site.

Parents are relying on for information related to their child's reading development, discipline issues, and classroom education offered through a variety of online tools including articles from Scholastic Parent & Child Magazine®, parenting blogs and other rich media content from the experts at Scholastic.

Earlier this year, launched the Parent Activity Center (PAC), an area dedicated to parents and their younger children ages birth - 8 years old. The site features games, videos, and education materials around Scholastic's most popular brands including: Clifford The Big Red Dog®, The Magic School Bus®, I SPY®, WordGirl™, Little Scholastic and many others. PAC ranks as the one of the most popular and engaging areas on, and in the past 6 months has received approximately 19 million page views. for KIDS:

While younger children visit their favorite characters through the Parent Activity Center, tweens have their own destination called The Stacks. Launched as a Beta site in September, The Stacks is an interactive online community centered around books and reading. Kids can create their own profile, avatar, and community as well as explore rich multi-media features around their favorite books such as Harry Potter, Captain Underpants, Allie Finkle's Rules for Girls, The 39 Clues™, Goosebumps® and many others. The Stacks also gives kids "beyond-the-book" access to exclusive, behind-the-scenes content from favorite authors and celebrities, as well as live online events. In October alone, the site attracted more than 14.2 million page views, up over 16%, and has seen a record increase in traffic to the Message Boards in the kids community with page views up 180 percent over last year. for TEACHERS:

Solidifying's long-standing reputation as the #1 preferred site for classroom teachers, the Scholastic Teacher Site saw an increase in page views in September and October of almost 40 percent over last year, netting more than 125 million page views. This growth is driven primarily by the increased use of Scholastic Book Clubs' online ordering system (COOL); and new innovative teaching resources and tools such as Teacher Book Wizard, a new children's book search tool designed to match the right book to the right child; and subscriber services including Printables, where teachers can download and print easy-to-use teaching materials. Together these two new innovative programs totaled more than 11.5 million page views in September and October.

This month, is gearing up to launch an enhanced platform for COOL (to launch in Beta), which will provide teachers and parents with an improved experience for ordering quality, affordable books for children through Scholastic Book Clubs. Currently, COOL processes more than 50 percent of Scholastic's 10 to 20 million monthly U.S. school book club orders.

About Scholastic

Scholastic Corporation (NASDAQ: SCHL) is the world's largest publisher and distributor of children's books and a leader in educational technology and children's media. Scholastic creates quality educational and entertaining materials and products for use in school and at home, including children's books, magazines, technology-based products, teacher materials, television programming, film, videos and toys. The Company distributes its products and services through a variety of channels, including proprietary school-based book clubs and school-based book fairs, retail stores, schools, libraries, television networks and the Company's Internet Site,

Contact Information