Scholastic Inc., New York City, has launched a custom publishing arm for “Parent & Child” magazine to help advertisers reach young families among the magazine’s 7.6 million readers. The custom marketing division, dubbed Scholastic Parent & Child “6 & Under,” has done work for McDonald’s, Ford, and Fisher-Price. Campaigns reach readers via childcare centers, pre-schools, kindergartens, home distribution, online at www.parentandchild.com (http://www.parentandchild.com ), and through “Parent & Child” and “Early Childhood Today” magazines. Fran Reilly, VP-business development for Scholastic Magazines and publisher of “Parent & Child,” runs the venture.
Separately, Kmart Corp., Troy, MI, last week launched Urban Direct, an entertainment-based newspaper supplement targeting African-Americans. One million copies ran in Sunday newspapers in nine cities including Atlanta, Baltimore, Chicago and Detroit as part of Kmart’s weekly ad insert. It follows the fall 2002 launch of La Vida, Kmart’s Spanish-language newspaper. Urban Direct carries celeb and employee profiles and promos of special interest to inner-city shoppers. Alturas Communications handles both publications.
Meanwhile, Kellogg is distributing customized mini-magazines from “Sports Illustrated for Kids.” The “Who Rules? The Best in Almost Everything in Sports” tome (in English and Spanish versions) and “Goal Getters and Setters-The Greatest African-American Athletes, Past and Present” have info on healthy eating and exercise as well as athlete profiles, and will be distributed via grocers throughout the year. (Kellogg will boost cold-cereal prices two to 2.5 percent this year.)
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