MilkMedia Partners with Kids' WB! for In-School Promotions

Sep 9th 2003
New York, NY (September 8, 2003) - MilkMedia, the in-school milk carton side
panel sponsorship program, announces the signing of Kids WB as its newest
national children's account for the Fall 2003 season. The campaign will be
themed "Toon In To Schools," introducing the animated characters from Kids'
WB!'s marquee series, including such sophomore hits as the irreverent,
Latin-themed ¡Mucha Lucha! and the inner body, buddy-cop comedy Ozzy & Drix,
as well as the new Fall comedy crusade Xiaolin Showdown.

MilkMedia offers over a billion milk carton side panels as a means to
promote children-oriented brands while simultaneously raising awareness on
such important issues as nutrition, health, exercise and education. The
program reaches elementary and intermediary children as well as high school
kids.

"Kids WB continues to dedicate itself to developing relevant and
meaningful ways to maintain an in-school presence on a year-round basis,"
said Melanie Jones, Vice President, Media Planning, The WB. "The Milk
Carton program allows us to be in the everyday environment of kids,
encouraging them to be healthy, while still entertaining them with marquee
shows such as Xiaolin Showdown, ¡Mucha Lucha! and Ozzy & Drix."

MilkMedia's sponsorship program helps children improve dismal nutritional
statistics (only 2% of school children meet the Food Guide recommendations)
by encouraging increased milk consumption rather than sugar-filled
beverages.

"The MilkMedia program is a proven way to reach kids on a national scale in
schools across the country," said Richard Long, President, MilkMedia. "The
sheer number of impressions is mind boggling, with over one billion cartons
distributed each school year. And because the side panels always contain
uplifting messages for the kids, it's a win-win situation for everyone
involved - the children, parents, schools, and dairies - everyone loves it,
most of all, the advertisers.

The program reaches six to seven million children every day in 25,000
schools and offers many value-added benefits including the option to add
components such as contests and lunchroom posters. MilkMedia has developed
milk carton branding programs for such well-known elementary school-age
icons as Kelloggs' Tony the Tiger and The Cartoon Network's "PowerPuff
Girls" and "Kids Next Door."

Kids WB, a leader in kids' television, is the children's programming
service of The WB Network. The top-rated broadcast and cable network for
Boys, Tweens and Male Tweens, Kids WB has maintained its position as the
#1 broadcast network since Spring of 1999, and continues to set precedent
with its new powerhouse 2003-2004 programming schedule. Kids can find more
on Kids WB's web site at www.Kids WB.com.

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