TIME WARNER SURVEYS KIDS ABOUT THE REAL WORLD OF WORK: DISTRIBUTES FIRST KIDS' ANNUAL REPORT: 'THE WORKS'
TIME WARNER SURVEYS KIDS ABOUT THE REAL WORLD OF WORK: DISTRIBUTES FIRST KIDS' ANNUAL REPORT: 'THE WORKS' NEW YORK, Oct. 19 /PRNewswire/ -- Eighty percent of children nationwide are excited about the idea of growing up and one day going to work, according to a nationwide survey released today and commissioned by Time Warner Inc. (NYSE: TWX), the world's leading media and entertainment company. And a clear majority, 60 percent of children, would like to start their own business. While 90 percent of children have visited their parents' work place, only slightly more than a third, or 38 percent, would like to do the same kind of work as one of their parents, the survey found. Most kids, or 51 percent, would like to work in their hometowns. Otherwise, the most popular cities cited were Los Angeles/Hollywood, New York City, Chicago and Washington. Time Warner commissioned a survey of children, ages 8-12, on their view of work in connection with the publication of its first annual report for children, "Time Warner: The Works." The full color booklet is being distributed this week as a special advertising insert in the November 1992 issue of Sports Illustrated For Kids, Time Warner's premier children's magazine. "Time Warner is a creative company whose most valuable assets are our people and their ideas. We have created our first children's annual report to tell kids who we are, promote literacy and excite kids about the value of work. We want to encourage kids to tap their imaginations and picture themselves as part of the creative teams of the future," says Gerald M. Levin, president and co-chief executive officer. The special advertising insert will be followed by monthly ads, created by Lord Dentsu & Partners, in Sports Illustrated For Kids for the next seven months under the theme, "Put Your Imagination to Work." The highly visual, entertaining and fun package "walks" its youthful readers through the different Time Warner divisions and exposes them to the world of work through the creative teams behind its products. The annual report mixes fact with whimsy: headshots of Time Warner staff and celebrities, such as Michael Keaton, Billy Crystal and Jackie Joyner Kersee, are attached to cartoon bodies. It also contains a balance sheet and glossary of business terms. "Time Warner's first annual report for children will help kids learn something about how business works by translating it to their level," says Harvard Business School Marketing Professor Stephen A. Greyser. "This is particularly appropriate for Time Warner, because it has a vehicle (SI For Kids) that lends itself to communicating with this young audience." "We get dozens of letters every day from kids who are really excited about the magazine. Their teachers tell us that SI For Kids helps students develop a positive attitude toward reading, encourages them to read more and improves their basic reading skills. Reading should be an adventure, and we're proud that SI For Kids has developed such an important relationship with 8 to 14 year olds across the nation," says Susan F. Sachs, publisher of Sports Illustrated For Kids. "My class has been studying a unit about career opportunities, and the Time Warner project has fit in very well with their studies," said Delpha Dunlap, a fifth grade teacher at the Emerson Elementary School in Madison, Wisc. "The children especially the girls loved the project's diversity between men and women, and liked the fact that a handicapped person was included. They also loved the glossary |at the end of the annual report~ and the games. They also were surprised at all the things that Time Warner does. It was good for them to learn that artists can do other jobs than just 'still life.' The Time Warner program has given my class a new perspective on the world of work." Sports Illustrated For Kids, launched in January 1989 and winner of the Magazine Week "Magazine of the Year" Award in 1991, has a monthly readership of 9.5 million. It has a circulation of 934,000, including 250,000 "children at risk" who receive the magazine for free as part of the SI For Kids Reading Team grant program. The SI For Kids Reading Team, the largest literacy program of its kind in the United States, reaches 10,000 fourth, fifth and sixth grade classrooms in all 50 states. Time Warner Inc. is the world's leading media and entertainment company, with interests in magazine and book publishing, recorded music and music publishing, filmed entertainment, cable television and cable television programming. -0- 10/19/92 /CONTACT: Jeanette Lerman of Time Warner Inc., 212-484-6602, or Roger Jackson of SI For Kids, 212-522-2420/ (TWX) CO: Time Warner Inc. ST: New York IN: PUB SU:
TS -- NY083 -- 1724 10/19/92 15:02 EDT
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|Date:||Oct 19, 1992|
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