“Having conquered the children’s market, Scholastic Inc., the U.S. publisher of J.K. Rowling’s multimillion-selling series, is targeting adults, ages 18 to 35. Potter ads featuring bikers, skateboarders and couch potatoes will appear in Rolling Stone and other magazines throughout October. ‘We felt we needed to think out of the box and reach out to readers who would not normally pick up a copy of Harry Potter unless somebody placed it in their hands’.”