Allison O'Neil

By Alicia Orr Suman Young children, ages 5 to 9, numbered more than 20 million in 2000. Add in their slightly older siblings, and you have a market of more than 41 million children age 14 and younger, according to the U.S. Census Bureau. It's a lucrative market, too. Moderate income families spend $160,600 on average, raising a child from birth through age 17, the U.S. Department of Agriculture reports. A good portion of that expenditure happens during the elementary school years—a time of rapid physical and emotional growth for young children. Just think of all the toys, books and clothing kids consume

Direct Marketers Find Success With This Savory Demographic Edited By Kate Mason They'd rather stay in on a Saturday night and try a new Manchurian pork and zucchini dumpling recipe they've recently read about in their favorite culinary magazine. They know the difference between a cassoulet and a casserole, and they'd even travel 100 miles out of their way in search of the perfect cabernet for their next dinner party. Who are they? They're gourmet cooking enthusiasts—and, as a group they have enough discretionary income to whet direct marketers' appetites. The Cooking Crowd "Gourmet cooking is a hobby shared by

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