Newswise — How does "Highlights" magazine, first published in 1946, fit into 21st century childhood? Very well, says Donald Stoll, a writing arts professor in the College of Communication at Rowan University.
As the popular children's magazine, marks its 60th anniversary—and the publication of its one billionth issue—this summer, Stoll says the magazine's staying power is that it hasn't changed very much with the times. And that appeals to the parents and grandparents who grew up reading "Highlights" and now want to share their fondness for the magazine with the youngest generation.
"Most kids can't buy magazines themselves," says Stoll, who studies children's magazines. "Parents and grandparents are doing the buying. 'Highlights' is still selling very, very well because it has credibility with both children and adults. The publishers have carefully preserved the magazine's look."
From the magazine's cover art to popular features such as "Hidden Pictures" and "Goofus and Gallant," "Highlights" continues to focus on promoting core values with children, according to Stoll.
"It bills itself as a values-centered magazine," says Stoll. "It's family-owned and very stable. Very few magazines have run head-to-head with it."
Stoll notes that "Highlights" is "designed for families with multiple children," ages two to 12.
The magazine also publishes stories and artwork submitted by children. Additionally, "Highlights" receives thousands of letters from kids each year, says Stoll, who has read some of the letters.
"Children write to them as if they're writing their moms or sisters," says Stoll. "And every single one of those letters gets an answer. That's built upon the notion of traditional values and traditional practices."
Receiving mail is exciting for children, even in this age of instant messaging, Stoll says.
"Children tend to like magazines," Stoll says. "It's still a thrill for them to receive something in the mail that comes to them in their own name."
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