Sesame Street to Launch Card Deck

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Sesame Street magazine announced this week that it will launch its first ever card deck this fall, which will include advertisers of products aimed at families with young children.

"Sesame Street magazine is one of the first children's publications to mail this kind of card deck," said Mario Lupia, sales manager of The SpecialLISTS, Weehawken, NJ, which is handling the pack. "They are going to be one of the first to reach this marketplace."

Sesame Street magazine features stories, games and workshops written for children between the ages of 2 and 6. The median age of parents subscribing to the magazine is 36; they have a median household income of $65,000.

"These kind of people are usually interested in entertainment, computer software, books, videos and financial products," said Lupia.

The magazine's circulation is 1.2 million. However, the pack will initially be sent to only 200,000 of its most recent subscribers, as these are usually the most responsive to such offers. Next year, there will be three mailings to 500,000 subscribers.

"This presents us with an opportunity to leverage our file and brand name," said Caroline Farnsworth, business developer at Children's Television Workshop in New York, which publishes the magazine.

But Sesame Street magazine's main reason for going ahead with the card deck is to increase revenue, Farnsworth said.

So far, more than 12 companies have expressed interest in the pack, which will be mailed in September.

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