Schools for Sale

Farber, Peggy J.
October 1999
Advertising Age;10/25/1999, Vol. 70 Issue 44, p22
Trade Publication
This article reports on the development of in-school marketing in the U.S. as of October 1999. In the 10 years since Christopher Whittle and his Channel One newscasts stirred national controversy by introducing television advertising into schools, marketers and school administrators have grown more serious in their dealings with each other. School leaders have discovered their negotiating skills, forcing beverage manufacturers to boost their fees by as much as 1,000% for the right to shut the competition out of a school district. And companies have become smarter about tailoring their activities to educational environments. All of this has created some extraordinary opportunities for businesses to reach a market that was entirely off-limits just a decade ago. It has also raised alarms among state and federal officials abut the extent of commercial penetration of the nation's schools.


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