Magazines for kids have arisen to further legitimize those 14 and under as a viable consumer group worthy of pursuit, even by supermarkets. A generation or even 10 years ago, reaching kids was direct and simple. Target the Saturday morning TV programs, offer a premium on cereal boxes and reach the parents who were kids' controlling influence. Today, things are a little different. Cereal boxes remain a compelling vehicle, but also found next to them in the cereal aisle is a shipper or ...

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