Today advertisers spend something like $500 million to reach kids.

It's an effort to reach kids - many from minority groups - who would not ordinarily be introduced to tennis.

The bookmobile program, started in 1951, reaches kids and adults who can't get to the library in their neighborhoods.

"I don't see it reaching churchgoing people or young kids who now enjoy gangsta rap," he said.

"By reaching kids who would not otherwise have an opportunity to be exposed to tennis, we're creating the next generation of tennis consumers."

He also reaches kids through personal appearances as both puppets (often used in classrooms) and costumes worn by police officers nationwide.

"They're trying to reach underage kids," she said.

"But one thing we've seen from our success is the challenge of reaching older kids, the teenage audience."

"A school-based health center is just an easy way to reach kids and address some of their issues."

"But this is one way to reach kids at their level -on their turf, if you will."