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In one of the Advertising Council's biggest efforts ever, a 42-page advertorial highlighting children's issues will appear in the June Reader's Digest, hitting newsstands this week.

"The section is written to help Americans act on behalf of kids," said Ad Council President Ruth Wooden.

Reader's Digest Publisher Greg Coleman said the section was designed to make heavy use of 800-numbers to spur people into action. One page features 19 agencies that can be contacted.

In addition to highlighting children's issues, Mr. Coleman said, the section raised $150,000 for the Ad Council, thanks to support from 16 advertisers.

It's all part of the Ad Council's latest public service drive called "Commitment 2000: Raising a Better Tommorrow."

"We ran it as a non-profit section," Mr. Coleman said. "Once our costs were covered, we turned the rest over to the Ad Council."

It ended up being the largest advertorial section ever to appear in the magazine, he said.

If the council had bought the same number of ad pages in the 15.1 million circulation U.S. edition of the monthly magazine, it would have cost $6.4 million at the one-time b&w page rate.

The biggest advertiser in the section is General Motors Corp., which took seven pages.

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