Do Something opens pages to ads

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Nonprofit organization Do Something is following its own advice by accepting ads to its magazine, Build, due to increased demand.

The self-published title has a 400,000-circulation rate base and targets teens who aspire to impact their communities.

"We have noticed that magazines toward teens are all about clothes that celebrities wear, maintaining a certain image and other superficial things," said Emily Luke, editor in chief of Build, New York. "We wanted to generate content on social responsibility and issues."

The spring issue of Build, due out in April, will accept ads for the first time since the magazine was launched in 1995. This is in response to high demand from schools nationwide where the magazine is distributed free to students.

Marketers can reach Build's readership of 15 to 24 year olds. There will be a maximum of 10 pages of ad space, with one third of the magazine devoted to advertisements and the rest to editorial content.

Build will not accept ads from alcohol or tobacco companies. It also retains the right to refuse any ads that it deems unfavorable to its middle and high school student audience.

The Home Depot Inc., one of the company's first advertisers, has become a sponsor of the publication. In addition to ads in the magazine, Build's editorial content will feature Home Depot's rebuilding efforts following Hurricane Katrina.

Build publishes three times a year, in April, September and December. The Web site at www.buildmag.org focuses on motivating students to change their communities. It provides information on getting involved.

"Our Web site is like a mall for kids who are interested," Ms. Luke said. "They can go shopping to improve the quality of life, whether it be working on AIDS or homeless."

The April issue will coincide with Do Something's annual Brick Awards, which honor 12 readers who have done something about a problem in their community.

Winners receive a $10,000 community grant. Four of the 12 winners are chosen as Golden Brick Winners via nationwide voting at www.yahoo.com. They receive an additional $15,000 community grant.

"Our goal is to inspire the next generation of doers and give them information, so that they will hopefully have the power to change things for the better," Ms. Luke said.

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