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school website yourself. What will you write today's school news to be?Archive page for Tuesday, 10 October 2006

And another two children tell the same story in Welsh. Lucky for me I have a translation link :-)

It tells, most importantly, the price of various ads, and the mag's circulation, or in our case traffic. Who the website is aimed at, its principles and content. (Some dynamic figures are for the site the page is read from—currently mine, and some still need to be calculated.)
In our case it also tells the prospect what they'll get out of it. Not just promoting their business, but also the good things that rub off when they advertise on a local school's site. All that good will, and increased social capital, adds to a companies reputation in the local area. To be given the OK by a local school is 'as good as it locally gets.' It's a recommendation that any business will crave for.
Of course, I foresee troubles here. Should a company be, not very good, then the truth will out, particularly on a public blog, where anybody can post. But these bridges will have to be crossed at the time. Ultimately, it is the school which decides what ads run or are pulled.

Gary Ruskin, director of Washington, D.C.-based Commercial Alert, a nonprofit group opposed to corporate advertising in schools, said such a program "undermines the integrity of the school."
No matter the product, Ruskin says advertisements can be a distraction to students and a detriment to the school district's standing as a government institution that exists for the public interest.
School leaders should be careful, said Ruskin. Though the allure of commissions earned through these programs can be attractive, especially in tough budget times, the costs could be higher than anticipated.
Some stakeholders, he said, might be turned off, or even offended, by the appearance of advertising on school web sites. If, by chance, the ads push stakeholders away, they also might discourage them from voting in favor of supportive tax measures, bonds, and other critical spending initiatives. In that case, the program could end up costing the school system more money than the ads are bringing in.
"Some things just shouldn't be for sale, and that includes schools," said Ruskin. "What kind of messages does something like this send to the kids?"
I could with technical trickery, hide ads from kids. All internal hits, i.e. hits from within school, would be presented with a different template, without ads. There could even be a tick box, so parents, or others that are offended could see the no ads template too. But this cuts down on the number of eyeballs.
I prefer educating kids, not keeping them blindfolded. I have this issue with my children. I try to explain that ads are mostly lies, particularly ads for toys, beefburgers and breakfast cereals. I try to deconstruct, decode them while we watch, while I'm nagged at the cereal aisle. I feel I'm on top of the pester power, mostly. But they're still quite young.
I want the children involved in all stages of the business. Getting, creating, monitoring the ads. Perhaps turning down some, as being in appropriate—yes, the content and type of adverts are the responsibility of the school, govenors, PTAs, Heads, kids councils, all have editorial vetos. I believe that most of the ads will be aimed at parents (pubs, curry houses, supermarkets—the local benefactor vibe) those that are aimed at kids (fastfood, toy or sweet shops—pester power) need to be carefully created, explained thoroughly, with advice (on junk food, brushing teeth) on the click through landing pages. Where else could a school have influence on ads targeted at kids?
I'd like to teach children that the Internet is not a walled garden, where everything is fluffy toys, and cute games.
We cannot remain blinkered to sly advertising of bad products. We cannot pretend that the Internet is all good.
We can do this, with or without ads on school websites. We should do this with or without. I think it easier, if there are ads, if the school and everybody is involved, if the website is a good earner, something serious.
I believe that there are teachable moments with ads, with the creation of ads. It's a big, bad, beautiful capitalist world out there, let's help our children be prepared for it, and able to exploit it where they can.
Ads on school websites aren't immoral if they're created and controled and explained to children. Morally, I feel we should do this!
Morally, I believe it is each school's duty to pursue the local MacDonalds for advertising cash. After all, there is healthy eating on the curriculum now. Balanced diets can contain a Big Mac, once a week. McDonalds no doubt has plenty of information on balanced diets, which could be used on the school's landing page. Let's exploit the advertisers need to be benefactors and teach the kids about the big, bad world. How many McDonalds logos are there currently in school? What cash/benefit did the school get? What teachable moments? Such was always as MacDonalds wanted. MacDonalds = sport. Plainly, an expensive lie, aimed at children.
Fight back!
(Those parents/kids that don't want to be involved can always click the no ads button.)
Or, schools should reinforce innocence: it is not a school's duty to teach about crossing the road, stranger danger, too much salt/fat/sugar, not enough exercise/vegetables/teeth brushing, big bad Internet, smiling thin people eating beef burgers, ecstatically happy kids and their friends playing with expensive toys, nutritionally cardboard cereals with free cheap toys and brightly coloured packaging...

