Club Hopping – Marketers navigate the world of kids social networking

With social networking sites like MySpace drawing upwards of 100 million users worldwide, it's no wonder marketers are increasingly looking to these outlets to mount sticky, viral campaigns. In fact, by the time we ring in 2007, U.S. marketers will have spent an estimated US$280 million to advertise on social networking sites. And according to eMarketer, a New York-based new media market research firm, that number will shoot up to US$1.86 billion by 2010. But before running off to create similar plans for the kids social networking space, kids marketers are going to have to do some homework.
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December 1, 2006

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