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Topic: Business
Number of pages / Number of words: 5 / 1326
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Penguin UK

had produced a strong programme including some major best sellers and agreed to

a joint venture with the BBC for mass market paperbacks and film deals with two

major Hollywood studios.

During 1993, Penguin accelerated its media involvement by publishing

world-wide "The Viking Opera Guide" as a book and CD Rom...


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First came promotions for

individual authors and titles, in 1994 publishers took one step further by

promoting the whole brand.

This move showed the change of publishers fighting for market share.

"During the recession they increased margins by cutting costs, now they are

desperate to build turnover," said P...


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