“POMME D’API MUMS’’: THE BIRTH AND PROFESSIONALISATION OF THE DISTRIBUTION NETWORK OF BAYARD’S CHILDREN’S PRESS (1966-2000)

Abstract

In this article, we show that the success of Bayard Presse’s children’s titles was based on the creation of a distribution network with very specific characteristics. Hundreds of women dedicated themselves over decades to promoting the company’s children’s titles. Initially this was done among teachers in private Catholic schools and later it moved to public state schools, in order to reach more families. Initially called “Pomme d’Api mums”, these women gradually became “animators”, before obtaining the status of “sales representatives” in the 2000s. This article explains how this network emerged, who managed it, who these women were and how the network evolved over time. By addressing these questions, we highlight the commercial innovations that were crucial to the company’s success. We begin by examining how a distribution model was invented, based in part on promotional practices traditionally used in the Catholic press. After the success of this initial network of promoters, the next phase involved developing more a professional approach which again proved successful. Finally, we look at the difficulties associated with the 1980s and 1990s.