In Deal With National Geographic, Cengage Acquires More than Just Content
With its recent purchase of National Geographic Society (NGS)'s school publishing unit, educational publisher Cengage Learning has merged with NGS's English language learning materials division to form a new global brand, National Geographic Learning, the company announced this week.
The new global brand "provide[s] a consistent and unified identity for the former Cengage Learning ELT and National Geographic School Publishing imprints and sub-brands," said Manuel Guzman, Executive Vice President, Learning & Research Solutions and International at Cengage Learning. Guzman said there would be a brand implementation transition period lasting a few months.
The deal brings Cengage into the magazine publishing business with National Geographic's Explorer! magazines and also includes the National Geographic Science Series and Hampton Brown's literacy and language programs.
"This deal establishes Cengage Learning as a leading English language teaching publisher in the U.S. and strengthens our position as a major player in the over $1 billion rapidly growing global [English Language Teaching] market," Guzman said. "At the same time, this acquisition allows us to enrich and enhance our digital solutions in unique ways with a wealth of high quality content from a globally recognized and respected brand."
Helping the transition is the fact that Cengage has enjoyed an exclusive partnership with NGS since 2007, the two companies working together on international English language teaching initiatives. The purchase "extends our relationship to include the development, marketing, and distribution of NGS-branded materials in all subject areas of K-12, higher education and library markets worldwide," Guzman said. "The addition of the National Geographic School Publishing unit will strengthen Cengage Learning's existing English language learning business and allow for new products, projects and programs to address the needs of our customers."