FEATURE: Print power

Print magazines are the only media actively purchased by kids and parents...
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So if you're not already using them to complement your TV and online messages, you need to think again, as Samantha Loveday discovers...

“PRINT MEDIA IS definitely under-valued by toy companies,” states Julie Jones, publishing director of Redan Publishing. “I understand that most of their budget has to go to TV advertising for retail purposes, but they’re really missing out by not using magazines more.”

Jones’ view is one which is, perhaps not unsurprisingly, shared by her peers. But, used alongside the traditional TV advertising, print is a very effective medium when it comes to getting your brand in front of not only kids, but their parents, too. And, while the magazine market as a whole decreased slightly in retail sales value in 2008 over 2007, the children’s sector actually grew and was worth around £127 million in 2008.

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