Parents quizzed over kids' mags

Advertising in children’s titles is "welcomed by both child and parent" as "an integral and expected" part of a publication, according to a new report commissioned by the PPA Children’s Publications group.

The report, carried out by research agency Stimulating World, found that parents viewed magazines as a better media for children than TV, gaming or the internet.

At the report’s launch, Helen Stables, chair of the children’s group at PPA, said advertisers are "missing a trick" in neglecting to market in their publications.

"Parents were very clear about the benefits of magazines and see them as helping with a child’s development.

They use the word educational even if the magazine isn’t overtly so."

She added: "Parents feel very at home with magazines. They can feel anxious with new media they didn’t grow up with [themselves], whereas they can vet these titles."

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