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News & Views - Aug, 1992 Issue 

Kids As Customers
A Review

Dr. James McNeal, a professor of marketing at Texas A & M, has a new book entitled KIDS AS CUSTOMERS.

Among some of his finds: children between the ages of four and twelve spend at least $6 billion a year and this will exceed $9 billion by 1992. In addition, he says children influence, and thus are the real decision makers, for at least an additional $100 billion in family spending.

Also, children have their own cable network, Nickelodeon, with 53.2 million subscribers, and 160 publications (up from 86 in 1986). He estimates 30,000 television ads are directed at children annually, some by companies who do not even sell products for children.

This seems part of the trend to give more and more responsibility to children to make decisions for themselves at younger and younger ages. So long as this trend continues, the number of children making bad and devastating personal choices will continue to increase. This means the need for Special Purpose Schools and Programs will continue to grow. Someone will have to give these lost children some structure for learning how to make good choices.

Copyright 1992, Woodbury Reports, Inc. (This article may be reproduced without prior approval if the copyright notice and proper publication and author attribution accompanies the copy.)

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