In the latest issue of Wizard (# 147) a comment was made concerning Archie Comics and a program they were involved in concerning underage drinking.

On page 32, under the 'What The?' section:

“Archie and Alcohol
We all know that when Archie says, "Jump!" teens say, "Who's Archie?" That's why Westchester County NY is going to use the loveable scamp at the gang from Pop's Malt Shop (Betty, Veronica and Jughead) in an anti-drinking campaign aimed at teenagers--because nothing speaks to teens like a dated 1950's kid comic.

These Riverdale punks better recognize, there's a new anti-beer baron in town and he don't take guff from nobody.”

I would like to say that as a long time reader of both Archie and Wizard this is both beneath your magazines standards and is somewhat insulting.

Archie Comics and Westchester County published this special issue aimed at ‘middle school’ readers, pre-teens. There is apparently a rather large group of these kids who have been using alcohol and getting drunk.

Currently, Betty and Veronica and other Archie characters can be seen on advertisements on the Mass Transit System of Westchester County promoting the “Think Don’t Drink” campaign. Archie Comics offered their characters free of charge, without taking any royalties from the book. It is presented free to kids in Westchester County, and has received positive responses from parents and teachers.

Now, as to the “Who’s Archie?” comment.

Archie is over 61 years old. They have been publishing since 1941, and are read in at least five different languages. Their readership is aimed at readers between the ages of 6 and 12, which make up over 75% or their audience. Which is also the age group the “Think Don’t Drink” campaign is aimed at.

Each month, more then 700,000 readers enjoy Archie Comics. Also, over 18,000,000 (18 Million) hits are recorded on their web-site (http://www.archiecomics.com) and Archie and his pals have appeared on over 1.5 billion mild cartons and trading cards telling kid to avoid drugs and are used to increase the public knowledge and awareness of missing children. They are also used to promote public service campaigns such as the Fight Aids through Education program, and the

United Cerebral Palsy Foundation chose Archie to be their Ambassador of Goodwill from 1995 through 1997.

This is not a “Who’s that?” character.