Each "init" chapter carries its own natural sponsor category — a matchup between the kids who identify with that chapter and the businesses positioned to support it.
| Niche | Sponsor | Selling |
|---|---|---|
| Kid in the Loft | Grumbacher, Adobe / Sony Music, Virgin Records | Graphics software, artist supplies, books, museums, music programs and software, CDs and tapes |
| Wiz Kids | Apple / Microsoft / Intel, 3Com / Compaq / HP | All software and hardware; schools and universities; computer courses for kids; games and books |
| Biz Kids | Financial institutions, H&R Block, Citibank / Stock Exchange, NASDAQ | Software programs, schools, Monopoly and numbers-related books and games, network services such as the Wall Street Journal |
| Phys Kids | Olympics, Special Olympics, Nike | All sporting goods, clothes, sneakers, supplements, health food, bottled water, dance/gymnasiums, YMCA, instructional tapes |
| Kid on a Mission | NASA, Lockheed / Boeing, SpaceVest / US Gov | Higher educational institutions, NASA Space Camp |
| Kid on the Way | Johnson & Johnson, Graco / Baby Gap, Evenflo | Baby formula, baby gear, safety, car seats, toys, clothes |
| Kid in a Mirror | Revlon / Almay / Jenny Craig, Teen / Seventeen magazine | Makeup, healthy weight-loss methods, lifestyles, teen fashion |
| Kid in a Bottle | Coors / Budweiser / breweries, Smirnoff / Jack Daniels, wineries | Party suppliers, novelty and costume shops, regional entertainment, beverage and snack vendors, pizza-to-go and catering |
| Kid in a Crystal | Rainbow Coalition | Ethnic music, clothing, and art; books on awareness, art, travel, and politics |
| Kid on a Limb | REI, Any Mountain | Outdoor sporting goods and tour packages; X Games events for diving, sky diving, climbing, biking, camping |
| Kid in a Clip | CNN and all news publications | Themselves |
| Kid in a Cup | Starbucks / Peet's, etc. | Themselves — coffee wars, anyone? |
| Kid in a Chimney | R.J. Reynolds, et al. | Absolving themselves |
| Kid in a Gutter | My Friend's Place and similar concerns, regional homeless shelters | Nonprofit service outreach |
| Kid in a Vision | ADD / dyslexia support organizations, etc. | Themselves, social services |
| Kid in a Closet, Kid in a Corner, Kid in a Fix, Kid in a Box | American Psychiatric Association, pharmaceutical companies, regional social services, Amazon Books | Themselves |
Note that the chapters with the least advertising support also carry the least authority, energy, and legibility in the wider marketplace — the kids in those chapters need the most help, and get the least commercial attention.
Advertising dollars can give the kids of these chapters information, comprehension, and experience — building the ability, skill, and buying power to become "market-friendly" buyers who go on to engage with the site's more profit-oriented chapters.