There are no holds barred for them as long as it is valuable for the kid. They can reach a national audience in one swoop. The magalog is another way for MTV and its advertisers to reach our audience of young viewers. This is an elusive age group to target, but MTV reaches this audience very effectively. The marketing industry is realizing the importance of instilling brand loyalty at an early age, hoping it will carry through into adulthood.
Companies now have to work harder than ever for a share of consumer dollars.
They are finding that kids clubs, if done well, are a great way to reach a tough market. For the marketer, well, it can be the beginning of a lifelong relationship. It's potentially very powerful and very valuable to marketers. Because clubs can be so powerful, they are cause for concern. Clubs disguise commercial messages.