In a tribute to the dreams of local children, The Herald (Sharon), Allied News (Grove City) and New Castle News publishes an annual “What I Want To Be When I Grow Up” special section each year. These tabloids spotlight the imaginative aspirations of kindergarten students across Butler, Lawrence and Mercer counties in Pennsylvania, and Trumbull County in Ohio.

Each tabloid features classroom photos, student names, teacher names, and most memorably, the hopes and ambitions of nearly 1,750 kindergartners, ranging from astronauts and veterinarians to superheroes and chefs.

The special sections offer a snapshot of childhood joy while serving a greater purpose: bringing communities closer together.

“The ‘What I Want To Be When I Grow Up’ tabloids are projects that both the advertising departments and the community look forward to doing,” said Vanessa L. Koper, regional advertising director at The Herald, Allied News, and New Castle News. “It is always a joy to read what these children want to be when they grow up. The advertisers always look forward to this as well.”

In The Herald and Allied News this year, the promotion drew participation from 17 schools and 59 classrooms, representing 940 students. In total, the section generated $6,700 in advertising revenue. Meanwhile, New Castle News featured 11 schools and 25 classrooms, with 799 students participating and $6,405 in revenue generated.

Months of planning go into the effort. School districts are contacted well in advance, and parents must sign permission slips for each student to be included. 

After securing participation, the advertising teams coordinate classroom visits, photography, layout design and ad sales.

Each participating classroom receives a copy of the section to send home with students, while the full tab is inserted into the newspaper for the broader community to enjoy.

Local advertisers play a vital role in the success of this publication by supporting it with back-page placements, full-page and half-page ads, strip and half-strip ads, and digital impressions that allow businesses to connect directly with area families. These placements provide a unique sponsorship opportunity to celebrate children while showcasing community support for education.

The result is a keepsake filled with laughter, hope and future possibilities, reminding readers why local journalism continues to matter.