Printer Friendly

BURGER KING TAKES LEAD IN CHILDREN'S MARKETING WITH LAUNCH OF THREE NEW MAGAZINES

 New Publications will have Highest
 Circulation of any Children's Magazine
 MIAMI, March 4 /PRNewswire/ -- Burger King Corporation announced today that it will become the largest single circulation publisher of children's magazines with the release of three new magazines, to be distributed to more than three million members of its Kids Club program. The publications are accepting outside advertising.
 "The entire concept works beautifully and everyone -- the kids, the advertisers and Burger King -- is a winner," said Barry Conrad, president, franchise sales and services, Burger King Corporation. "Advertisers were quick to sign on and are excited to participate in these unique magazines that will help make reading and learning fun for our Kids Club members."
 In the premier issues, which are currently being mailed to Kids Club members, advertisers include Coca Cola, Inc., Sea World, Walt Disney and Quaker Oats.
 Each of the magazines is targeted to a specific age group: "Small Fries," for ages five and under; "Great Shakes," for ages six to eight; and "Have it Your Way," for ages nine to 10. "The interests of a four-year-old are much different than those of a 10-year-old," explains Peter Engel, the magazine's publisher. "There's no other magazine on the market that is so age-specific in its editorial content which is appealing to both readers and advertisers."
 The magazines, which are 32 pages in length and will be published quarterly, are designed and written by Curriculum Concepts, a division of Dialogue Systems, one of the largest private educational companies serving the publishing industry. The are published through Affinity Communications Corporation, a book and magazine publisher specializing in materials that are both educational and entertaining.
 The Burger King(R) Kids Club, the only one of its kind in the fast food industry, offers its members fun, innovative and educational benefits. The membership kit includes stickers, door hangers, profile cards and Pencil Pals featuring Kids Club characters. In addition to free subscription to the new magazines, member benefits include a free birthday meal, Pen Pal Program, Member Match-Up Sweepstakes and Burgers 'n' Books Reading Incentive Program. Membership is free and membership forms are available at neighborhood Burger King(R) restaurants.
 Burger King Corporation is a subsidiary of Grand Metropolitan PLC. One of the United Kingdom's largest international companies, GrandMet is a world leader in the food, drinks and retailing sectors. U.S. subsidiaries also include The Pillsbury Company, Haagen-Dazs, ALPO Petfoods, Carillon Importers, Heublein, Inc., The Paddington Corporation, and Pearle, Inc. Burger King Corporation and its franchisees operate more than 6,600 restaurants in 47 countries worldwide. In Fiscal Year 1992, Burger King had systemwide sales of $6.4 billion.
 CHILDREN AS CONSUMERS
 FACT SHEET
 -- Allowances, gifts and savings account for an estimated $14.3
 billion in annual income for children under 12.
 -- Children between the ages of four and 12 spend nearly $9 billion
 annually.
 -- Young consumers under 12 spend an estimated $3.2 billion on food
 and beverages, $2.6 billion on play and leisure purchases, $1.15
 billion on apparel, $797 million on movies and spectator sports,
 and $530 million on consumer electronics.
 -- Preteens influence more than $130 billion of household purchases
 yearly.
 -- Children influence an estimated $82.4 billion in family food and
 beverage purchases, $16.9 billion in play and leisure purchases,
 $13 billion in apparel, and almost $9 billion in automobile
 purchases.
 -- Forty-three percent of parents report that their kids are more
 involved in making family decisions than they were as children.
 -- Three out of five parents with children ages six to 11 take their
 children along to the grocery store.
 -- Fifty-seven percent of all children read magazines.
 Sources: "Those Little Kids Have Big Pocket Books," The Wall Street Journal (Aug. 26, 1992); "Children Have Pull on Shopping Carts," The Wall Street Journal (June 3, 1992); "A New Leaf in Magazines for Children," Publishers Weekly (Feb. 24, 1992); "Getting 'Em While They're Young," Business Week (Sept. 9, 1991).
 -0- 3/4/93
 /CONTACT: Cori Zywotow or Michael Evans of Burger King Corporation, 305-222-8863 or 305-441-8211/


CO: Burger King Corporation ST: Florida IN: LEI PUB SU: PDT

JB-AW -- FL002 -- 2830 03/04/93 09:15 EST
COPYRIGHT 1993 PR Newswire Association LLC
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1993 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Publication:PR Newswire
Date:Mar 4, 1993
Words:688
Previous Article:CLAIRE'S STORES, INC. REPORTS FEBRUARY SALES UP 10 PERCENT; SAME-STORE SALES INCREASE 6 PERCENT
Next Article:H & H OIL TOOL REPORTS 1992 RESULTS
Topics:


Related Articles
BURGER KING(R) REDEFINES THE FAST FOOD DINING EXPERIENCE; RESTAURANT CHAIN LAUNCHES DINNER TABLE SERVICE AND EXPANDED DINNER MENU
INTERNATIONAL FAST FOOD CORPORATION OPENS THREE NEW BURGER KING RESTAURANTS IN POLAND
International Fast Food Corporation (Nasdaq: Food) And Burger King Corporation Reach Agreement
The Power Of Choice Burger King Allows Customers To Have It Their Way(TM) Once Again With Ultimate Choice: French Fries Or Onion Rings.
Burger King(R) And Nickelodeon Send Kids Back To School With Tools They Can Use; Promotion Breaking August 16.
GRILLER WARFARE; Burger King in Big Mac copycat attack.
Burger King Corporation Invites On-Line Guests to Have It Your Way(R) With New Interactive Web Nutrition Guide; Located at www.burgerking.com, Burger...
Burger King Corporation Selects Crispin Porter + Bogusky As Lead Creative Advertising Agency; New Agency Brings Its Award-Winning, Groundbreaking...
The Pokemon Company International Highlights Banner Year With Major Burger King(R) Promotion in North and South America.

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters