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Dutton Associates Featured Company: Peoples Educational Holdings, Inc. (PEDH)

People’s Educational Holdings, Inc. (NASDAQ: PEDH) is a publisher and marketer of print and electronic materials for the K-12 school market. The company publishes their own proprietary materials and distributes them for other publishers, and these materials include college textbooks and supplements to the high school advanced placement market. The materials are predominately state-specific and standards-based, focusing on state-required tests. Marketing channels include company and independent sales representatives, telemarketing, direct mail, and catalogs.

The company focuses their efforts in two market areas; (1) test preparation, assessment, and instruction product group; (2) college preparation product group. Peoples Educational develops and sells state-customized test preparation and assessment materials that help teachers prepare students for success in school and state proficiency tests as well, which includes grades 2-12. Their material combines in-depth instruction and practice readings, including language arts and mathematics.

To help students prepare for college, Peoples Educational distributes and publishes instructional materials that meet the required academic standards for high schools honors, college preparation, and advanced placement courses. They have established themselves as the exclusive high school distributor for two major college publishers. The company’s proprietary products are predominately softcover workbooks that contain high gross profit margin titles, which can be sold efficiently through the company’s direct sales force, or through their catalogs, direct mail, telemarketing, and independent commission sales representatives.

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