When those students aren’t watching Channel One or surfing with ZapMe!, an in-school Internet browser first offered free to American schools in 1998, they may turn their attention to their textbooks—and those too may be sending out more messages to “Just Do It” or “CK Be.” The Cover Concepts company sells slick ads that wrap around books to 30,000 U.S. schools, where teachers use them instead of plastic or tinfoil as protective jackets. And when lunchtime arrives, more ads are literally on the menu at many schools. In 1997, Twentieth Century-Fox managed to get cafeteria menu items named after characters from its film Anastasia in forty U.S. elementary schools. Students could dine on “Rasputin Rib-B-Cue on Bartok Bun” and “Dimitri’s Peanut Butter Fudge.” Disney and Kellogg’s have engaged in similar lunch-menu promotions through School Marketing, a company that describes itself as a “school-lunch ad agency.”