Kids supplement - The future's bright for Beano and Dandy

The Beano and the Dandy have been around since before World War II. So what is it that keeps these titles alive in 2005 as they fight new technology for readers' attention?

I don't think anyone could have guessed back in the 1930s that the Beano and Dandy would still be a success story nearly 70 years on - but they are.

Children and adults alike still read the comics, published by DC Thomson, today and both occupy the top spot in Retail Sales Value rankings in the boys' sector.

In today's hectic, multi-media world, children are multi-tasking throughout their average day. While texting their friends on their mobile phones, they are also watching their favourite TV channel with their favourite pop music playing in the background.

They are, therefore, very receptive to the outside influences in their lives.

This is where comics come in. As children will read - either by themselves or with parents - and absorb information from the pages. Comics are utilised as a good literacy tool and this is partly why we feel the Beano and Dandy appeal so much to parents and children alike.

The actual publications have developed over the years. Beano and Dandy have a joint weekly circulation of 138,794 and, with the Dandy relaunch in October 2004, the title has risen a whopping 57 points in the RSV rankings year on year in the primary boys sector.

Both comics continue to provide a strong medium to target children. With the exception of food manufacturers - which have concerns regarding government guidelines on how they advertise their products - advertising content in Beano and Dandy is still healthy.

New films and DVD releases, computer games, toys and even some competitors' TV shows are promoted in the comics.

The future continues to be bright for the Beano and Dandy.

The comics continue to sit among the top boy's titles and continue to sell to parents and children alike, while retaining the sense of fun which has been reinvented for each generation.

- Bernadette Casy, development manager for children's titles at DC Thomson.

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