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Cohen Named to Head New QVC Publishing Division
Diane Patrick -- 7/20/98
Jill Cohen, formerly president of the direct marketing division of Random House, has been named v-p and publisher of QVC Publishing Inc., a newly created publishing division of the television shopping network.
Her twofold mission, Cohen said, is to make direct-mail offers of books to QVC's five million customers, and to develop custom titles specifically for the QVC audience. QVC representatives told PW that in 1997, 1.3 million adult and 1.7 million children's books were sold via the network.

While she was with Random House, Cohen was responsible for the Conde Nast Collection Book Club and the Gourmet, Bon Appetit and Pillsbury series. Previously, she was v-p of Publisher's Central Bureau and director of direct marketing at Conde Nast. She also served as project manager at Bantam Books.

Cohen views QVC's direct-mail segment as a new book distribution channel for all publishers. "QVC will always have new books on the air, and we'll continue to rely on publishers to feed QVC more books. If we can make it a better offer by customizing it -- by packaging it with a product or making a special edition -- we will," she said, emphasizing that QVC's relationships with outside publishers will continue to be important.

She also told PW that any custom published titles would be targeted specifically to the QVC audience, citing, for example, the recipes from QVC's cooking shows. This, Cohen said, is "a great example of material QVC owns or can develop."

The first QVC titles will not be published before late spring 1999.
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