In particular, these concerns include the growing rates of obesity and diabetes among children. Recent sponsorship programs with children's magazines have included the Wendy's "Sports dad of the Year" and Pepperidge Farm's "Design-Your-Own-Game Contest."
Claudia Malley, SVP for global media and advertising for National Geographic, told the paper: “Instead of just a straight selling of a product, it's all about how we tell the message in the magazine and how we engage with the kids."