The value of merchandising kids' magazines in supermarkets is well illustrated by how suppliers are using these publications to reach young people, who are the grocery channel's future shoppers. The April issue of Sports Illustrated for Kids carried an ad for Kellogg's Frosted Flakes on the front inside cover. But instead of the usual cartoon graphics of Tony the Tiger, there was an action shot of downhill skier Maggie Behle, a member of the U.S. Disabled Ski Team. The copy read, "On the ...

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