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Language MP3 from OUP

04.04.08 Tom Tivnan

Oxford University Press (OUP) is launching MP3 audio downloads as part of its complete repackaging of Take Off In, its "quick and easy" language series aimed at travellers.

The "fresh, attractive" redesign will launch on 17th April. Along with a new look, the CD/book boxsets have been reduced to a more "travel-friendly and robust" compact size, with cardboard packaging designed to minimise environmental impact. There are nine courses available: Italian, French, Spanish, Latin American Spanish, Japanese, Greek, Russian, German and Portuguese (£22.99–£26.99).

Each set contains an access card that customers can use to download MP3 files from a dedicated website (www.ask oxford.com/languages/takeoffin). The MP3 files reproduce the content on the CDs, which contain about four hours of course material in total.

Judy Pearsall, OUP's dictionary publishing manager, said: "Flexibility of learning has been key to the success of our Take Off In courses, and offering MP3 for the full course is the obvious next step. OUP is the first major publisher in the UK to offer the full audio content of a ­language-learning course as an MP3 download, which is fantastic news for today's mobile generation."

The more popular courses—French, Spanish, German, Latin American Spanish and Italian—also come with an additional phrasebook, an extra practice CD, interactive lessons and free online resources. OUP is backing up the launch with a £40,000 marketing campaign that includes branded point of sale, such as dumpbins and A2 posters, for shops. Publicity will focus heavily on travel and language learning markets, with competitions and promotions already scheduled for Travel + Leisure, France and Fresh Direction magazines.

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