Jeff Smith's July 2005 column for Recoil has been posted in the commentary section of the site. In this column, Jeff addresses how media justice is the targeting of children by advertisers:

It used to be that adults were the primary target market, people with jobs and money. Now marketers are targeting increasingly younger audiences for two reasons. First, children are spending money like never before. According to Juliet Schor in Born to Buy, children between the ages of 4-12 made $30 billion in purchases in 2002. Second, advertisers are looking at developing what they call brand loyalty amongst younger audiences. If they spend enough money in a variety of ways, they can increase the likelihood that when youth are old enough they will buy certain brands. So, how young are the children that advertisers are targeting? According to kids marketing guru, psychologist James McNeal, “At six months of age, the same age they are imitating simple sounds like mama, babies are forming mental images of corporate logos and mascots.” Some advertisers even refer to children online as “Cybertots.”