Magazine article Marketing

Totting Up Those Paper Profits

Magazine article Marketing

Totting Up Those Paper Profits

Article excerpt

Totting up those paper profits

A newspaper launched this week is the first to target the growth market of the 90s -- young children.

Buttons, which has been around for a decade in the format of an A4 children's comic, is relaunching as the nation's first weekly tabloid for the under fives. It is based on the idea that children like role playing and copying what their parents do, says Simon Edgley, managing director of Thames Valley Publishing, a division of Argus Press.

"If dad goes to the newsagent to buy this Sunday Times, he can now buy little Jimmy his own paper that is next to the newspapers instead of in the comics section. He'll see it as a way of keeping little Jimmy quiet for 20 minutes," says Edgley.

Although Grey consumers are seen as the growth market of the future, many baby boomers won't be greying around the temples until after the second millenium. …

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