magazine is a publication of which I am co-owner of that reaches music making students in grades 7 – 12, and their teachers, right in the classroom (www.intunemonthly.com). The over 42,000 middle and high schools it currently serves are responsible for over 4 million 12-18-year-old musicians. Advertisers of In Tune understand that promoting a Gibson guitar or a Conn Selmer saxophone to a music student in this age demographic could pay significant dividends in brand preference formation, increased customer acquisition and lifetime value creation.