In November 2006 print ads began appearing in many large trade magazines, including Audio World, IP Monthly and RIAA Weekly Office Newsletter. Many movie theaters also ran 30-second spots before popular films, although the organization was criticized for using violent and sexually explicit imagery in ads that were shown before children's fare such as Happy Feet. Former RIAA president Hilary Rosen applauded this measure, claiming that such startling content was necessary if "we wanted to get 'em when they're still young and impressionable."
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