As consumers, they represent blank slates, they are less savvy and have less world experience than adults. They are willing to sample a host of products and represent the perfect sales opportunities for marketers. For example, Channel One, the news and informational show programmed specifically for teenage viewers which airs in approximately 12,000 schools across the country, like many of the other in-school advertisers, concentrates on the importance of the teen market in its sales pitch to potential advertisers. Channel One s pitch indicates the importance, the value and the difficulty of marketing to teens. I must point out that marketers are not the only ones who profit from these arrangements.
Schools do receive something in return.
In the case of Channel One, participant schools get free televisions, satellite dishes and news and current events programming. In other marketing arrangements, participant schools receive cash or equipment that they can use for school activities. However, the fact that principals, administrators and school boards are turning to these alternative methods of financing raises serious issues. As the role of technology in education becomes greater and the need for educational hardware and software expands, educators are going to face a growing number of funding challenges. Some may choose to sell access to students to meet their needs, deciding that a few extra commercials in kids lives will do no harm.