Horst H. Stipp, in
American Demographics (Feb. 1988), 108 North Cayuga St., Ithaca, N.Y. 14850.
Advertisers are slowly discovering an untapped market: pre-teens.
Stipp, director of social research at NBC, reports that U.S. children "buy and influence" many more products than advertisers (and parents) suspect. According to James McNeal, author of Children as Consumers (1987), the average weekly allowance for four- to 12-year-olds is $3 a week, or $157 a year. Thus, the more than 20 don...