Magazine ads accepted by children

Children view advertising as an integral and expected part of the magazine reading experience, according to a report from the Periodical Publishers’ Association.

The study, based on focus groups and interviews with parents and children, also claims that parents approve of magazines more than other media for their educational and developmental value.


Children And Magazines: The Benefits of Advertising also highlights the importance that both parents and children place on the interactive element of magazines and the way that readers engage with characters and celebrities.


Girls engaged more with animals and gossip and boys preferred entertainment and jokes, but both sexes responded strongly to advertising, often viewing brand-related characters as 'favourite friends'.


Helen Stables, publisher of Egmont's children's titles and chair of the PPA's Children's Group, said: "Whilst too much TV is considered bad, magazines are parents' preferred choice as they are involving and engaging but also stretching and challenging.

Advertisers looking to successfully and cost-effectively target children should take note of this research."


The full report will be made available by the PPA on 20th February.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email