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Turn off the TV and read to those preschoolers

By John Published: November 8, 2010

Ok, that headline sounds a little preachy, but see if you don't join the choir too after reading these two stories from the Wall Street Journal and the L.A. Times about the efforts of corporations to sell your preschoolers their junk food and toys.

First this from WSJ about preschool television programming:

At stake is much more than the more than $276 million marketers spent last year to advertise during children's TV shows. Fast food and movie studios topped the list of biggest spenders, according to Kantar Media. The sale of toys, books and DVDs for Nick Jr.'s "Dora the Explorer" has generated more than $11 billion in sales globally since 2002, Nickelodeon says. The value of future brand loyalty is incalculable.

And this from the L.A. Times about a report released today from Yale University's Rudd Center for Food Policy & Obesity. This from the L.A. Times piece:
In 2009 preschoolers saw 56% more ads for Subway, 21% more ads for McDonald's and 9% more ads for Burger King, compared with 2007. Children age 6 to 11 saw even more: 59% more ads for Subway, 26% more for McDonald's and 10% more for Burger King.

So after you read that book together, visit the playground for some fresh air and exercise.



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