How Jack Myers Helped Bring Madison Avenue to Washington and Why His 1996 Message About Children’s Television and PBS Matters More Than Ever Today. A Myers Report Back-to-the Future Feature
In July 1996, a historic moment unfolded at the White House when advertisers were invited to the national table — not as disruptors or mere revenue engines, but as stakeholders in the moral and educational development of America’s children. This moment was not incidental; it was catalyzed in no small part by the work of Jack Myers, founder of The Myers Report, whose advocacy and foresight led to the inclusion of marketers at the White House Forum on Children’s Television. Hosted by President Clinton, First Lady Hillary Clinton, Vice President Gore and Tipper Gore, the three-hour event hosted 50 senior industry leaders and continues to be available for view at C-Span, which covered it live.
What made this event unique and still resonates nearly three decades later was the unusual alignment of policymakers, media executives, educators, nonprofit leaders, and brand marketers around a shared goal: to redefine and elevate the role of children’s programming in a commercial broadcast system. It was a conversation that, as Jack Myers noted in his remarks, recognized the power of advertisers not as the problem but as potential co-authors of a solution.
Among the participating leaders was Peter Eio, President of LEGO Systems, who added a vital perspective. Eio’s pragmatic view — that educational content must also entertain –echoes forward into today’s content environment where attention is fractured and competition for young viewers’ time is relentless. Eio urged content creators to develop programming that addresses real gaps in knowledge, particularly in science education.
Vice President Al Gore’s Prompt, Jack Myers’ Response
As Vice President Gore asked Jack Myers during the Forum, “What can advertisers do to make more educational programming available?” The moment captured served as both an invitation and a challenge. Myers responded with clarity and vision: proposing a “Gold Medal” system to recognize advertisers who supported quality children’s television, advocating for the formation of a programming laboratory, and offering a marketplace model in which advertisers, producers, and broadcasters could collaborate rather than compete.
His presence signaled a paradigm shift. No longer would the business of children’s content be dominated solely by ratings-chasing and fast-food tie-ins. The industry’s very definition of quality — then measured almost exclusively by audience size — was being contested in real time.
A Seat at the Table — and a Call to Action
In addition to Eio, Myers was joined by Anne MacDonald (Vice President of Consumer Marketing at Pizza Hut), Bob Meers (President of Reebok) and top executives from Nickelodeon, CBS, and ABC. The inclusion of advertisers at the White House forum was not accidental — it was the result of Jack Myers’ persistent advocacy. In the pages of The Myers Report published at the time, Myers asked in a headline: “Should Advertisers Stay Out of the Fray?” His answer was unequivocal:
“We can only hope that the issue of children’s television will bring out the best instincts of industry leaders. It is unreasonable to suggest that advertising executives should stay uninvolved when they are being asked to contribute to one of the most important issues in the history of television.”
That same year, Newton Minow — former FCC Chairman and author of the landmark critique “Abandoned in the Wasteland” — reminded us that no democratic nation had so thoroughly commodified its children for commercial gain. Minow, like Myers, saw children’s television not as an isolated media niche but as a reflection of national values. He wrote that “the public interest requires broadcasters actually to do good.” His critique remains prescient: the television industry’s responsibility to children is not a regulatory burden; it is a moral imperative.
Fast forward to 2025, and the stakes are higher than ever. Public broadcasting — especially PBS and flagship programs like Sesame Street — once again finds itself politicized and financially imperiled. While technology has created unprecedented access to content, it has also deepened divides, with algorithm-driven platforms often serving up the most attention-grabbing rather than the most enriching content. Myers, reflecting today, observes:
“There’s a tendency to reduce public broadcasting and children’s content to political footballs or budget line items. But these platforms are pillars of our cultural infrastructure. They educate not just children, but a citizenry. That’s not charity — that’s nation-building.”
Then and Now: What Has — and Hasn’t — Changed
Today, Myers reflects on the 1996 White House Forum with pride and a sense of unfinished business. “We created a blueprint that balanced economic realities with social responsibility,” he notes. “We proved it was possible to convene diverse stakeholders to advance media that serves kids, families, and society.”
Yet, the progress envisioned has only partially materialized. PBS remains under political threat, its funding perennially contested. Advertisers, while more conscious of brand purpose and equity, prioritize short-term ROI over long-term educational value. The explosion of digital platforms has further fragmented attention spans, while regulation struggles to keep pace with algorithmic influence on young minds.
And still, the issues echo loudly today. The commodification of childhood remains a core tension in commercial media. The question of who funds and controls educational content in a fragmented media landscape remains unresolved. In many ways, the urgency that underpinned the 1996 Forum has only intensified.
Jack Myers’ Contemporary View
In 2025, Myers continues to advocate for a media ecosystem that values empathy, responsibility, and long-term investment in future generations. His recent books — The Tao of Leadership in the AI Era and Creativity Unleashed — carry forward these ideals, framing them for a world reshaped by AI and media intelligence. His work reminds us that leadership is not merely about influence but impact — and that responsibility, particularly to children, must be rooted in action, not just aspiration.
“There’s a tendency today,” says Myers, “to reduce public broadcasting and children’s content to political footballs or budget line items. But these platforms are pillars of our cultural infrastructure. They educate not just children, but a citizenry. That’s not charity — that’s nation-building.”
A Legacy That Still Guides Us
As The Myers Report revisits this pivotal 1996 event in its “Back to the Future” series, we salute the uncommon courage of those who stepped forward when the easier path was silence. We honor the vision of leaders who invited the advertising community not just to sell but to serve. And we invite today’s media and marketing professionals to revisit these foundational values as we once again redefine the role of media in shaping the minds — and ethics — of the next generation.
Because, as Jack reminded us then and reminds us now: the standard of quality media should not be measured solely by audience size, but by the values we teach along the way.
