This 2003 article from Anime News Network reports on the WB Network use of MilkMedia to encourage kids to watch their anime programming. MilkMedia president Richard Long boasts of his ability to expose millions of schoolchildren to advertising messages. "The sheer number of impressions is mind boggling," Long says.
I don’t believe MilkMedia will make a favorable impression on parents once they find out there are ads for TV shows on their child’s milk carton. Obligation has already started the process, that we used pretty effectively with BusRadio, to alert school board members and PTA/PTO groups about milk carton ads.
Obligation believes local school districts will take care of this form of kiddie marketing fairly quickly.
