Leaders of the most prominent Web businesses for kids gathered Monday and Tuesday here at Jupiter Communications' Digital Kids '99 conference to discuss how to make money in the growing online children's market, without using marketing and e-commerce tactics that will scare parents. One of the bolder positions on the topic is taken by JuniorNet, a subscription-based site that doesn't use advertising at all. We don't believe in advertising to kids. The opportunity is still there. Online's subscription-only Daily Blast.
Parents are willing to pay for services for kids if they'll get a safe environment.
MaMaMedia's Harel says the site will eventually offer parents the option of paying for a version of the site that doesn't contain ads. But she believes advertising, if done right, can be an engaging and harmless addition to a kids' site. Advertisers are interested in kids online because it gives them a chance to build a far deeper association with a child than would be possible with a 30-second TV spot, Harel said. Not everyone believes kids' sites have the option of absolutely turning down advertising dollars. It's not a question of do we market to this demographic, it's how do we do it responsibly.