Book ads uptake slow

Advertisers are proving reluctant to sign up as sponsors for school exercise books because they fear being seen as exploiting young children.

Advertisers are proving reluctant to sign up as sponsors for school

exercise books because they fear being seen as exploiting young


A drive by the National Confederation of Parent Teacher Associations to

boost its JazzyBooks sponsored school exercise book programme has run

into difficulties because of the wariness of potential sponsors.

The National Confederation of Parent Teacher Associations aims to

increase the number of books sponsored from two million to 20 million,

which it claims would save schools pounds 10m. So far 2000 schools have

embraced the scheme and a further 13,000 are poised to come on board,

claims the organisation.

Lasting Impressions, the company charged with finding sponsors reported

that despite ’a lot of interest’ there was a high degree of

’conservatism’ among potential sponsors. Lasting Impressions is believed

to have approached BT, Kellogg and Schweppes.

Despite criticism about the ethics of advertising to children,

JazzyBooks has attracted advertising from C&A, Sainsbury’s, SmithKline

Beecham and The Prince’s Trust since being launched in May last year.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in video for Royal Blood
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral
Chevrolet launches £350m Manchester United shirt deal with nostalgic video
Warburtons rebrands to 'Warbeartons' in Paddington Bear movie tie-up
M&S blames new website as non-food sales fall again
Top 10 skills for young creative talent: The Mad Men era of on-the-job learning is long gone
Pepsi Max calls on fans to take part in Kelly Rowland video
From mutton chops to manscaping, Gillette takes a trip through 100 years of male grooming
Digital democracy creation: how the marketing industry made its voice heard
Three prints spoof apology letter to hapless holiday-less consumers
Sponsors congratulate Novak Djokovic on Wimbledon win