Tapping into the Youth Market

MILWAUKEE, WI., April 9, 2003 - Online marketing is an important and effective way to reach children, tweens and teens - when used appropriately. Informed marketers know that 25% of kids and teens are researching family purchases on the Internet. Kids and teens are influencing the purchases of electronics, cars and vacations, products that have traditionally been advertised to adults.

There are several research methods companies can use to identify the voice of youth for use in helping create an age appropriate message and to maximize marketing effectiveness. Sally Schmidt, Manager of Strategic Planning and Research at SpectraCom, and Jorian Clarke, President of Circle 1 Network, will give a presentation highlighting how research has been used in creating the KidsCom.com Web site at the ARF Annual Convention on April 11 in New York City.

The presentation, "Tapping into the Youth Market through Online Marketing," will discuss three research techniques that can be used with youth. Case studies will be featured, demonstrating how Circle 1 Network and SpectraCom have partnered to develop new games, capture an authentic "youth voice" to use in marketing campaigns and design and develop characters for the KidsCom Web site.

About SpectraCom
SpectraCom provides global, online marketing strategies including strategic planning, research, content design and production for global markets; traffic building, media relations, promotions and search engine marketing; technical development, integration and Web hosting. The company is headquartered in Milwaukee, Wisconsin, with offices in New York City. Clients include Pfizer, Master Lock, Kellogg's, Cable & Wireless and KOHLER. (www.spectracom.com)

About Circle 1 Network
Circle 1 Network's expertise is reaching kids and families around the globe through unique and innovative online strategies and Web sites. The company launched its first Web site for kids in 1995. Its family of sites includes KidsCom.com, KidsComJr.com, YaZone.com, and ParentsTalk.com. Circle 1 Network offers effective family marketing strategy consultation, targeted brand placement on its family of sites, and customized research, games, Web sites, and wireless content development to help businesses reach these audiences. Circle 1 Network is based in Milwaukee, WI with an office in New York, NY.