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By Kate Mason They're extraordinarily wealthy, highly educated, and have a penchant for purchasing high-priced items. Who are they? They're American antique collectors … and possibly a direct marketer's most desired target demographic group. ANTIQUERS' SPENDING HABITS "They're a dream demographic," says Patricia Hoffman, marketing and promotional manager for Arts & Antiques magazine, a publication that boasts a list of nearly 180,000 active subscribers with a median yearly income of $164,000. "These people are passionate about their hobby, and their purchasing percentages continue to rise." Apparently, the country's slumping economy hasn't rained on this group's purchasing parade: "On average, our readers spent $5,990 on

By Kate Mason Imagine a typical American golfer. Do you picture an older gentleman playing a pristine, private course, donning plaid pants, while deepening his perpetual, George Hamilton-inspired tan? If so, think again. Who They Are Perhaps surprisingly, the average age of the some 26.4 million U.S. golf enthusiasts is 39 years, and 75 percent of active golfers play on public, not private, courses. "There is a perception that golf has been a game for older, retired men," says Judy Thompson, director of media relations, National Golf Foundation. "But while the typical golfer is male, the average age has been fairly young

By Donna Loyle Each year, 4 million new babies are born in the United States—40 percent to first-time parents. And new parents have a need to buy, well, just about everything for their infants. A new mother is, in essence, a new consumer, says Steve Kantor, publisher of New Parent magazine. "Having a baby is one of the biggest, if not the biggest, lifestage event. As such, new mothers are open to new products that can enhance their lives and their babies' lives." As in any primary life change, new parents are in a prime buying mode. In addition to the predictable products—baby

Seed buyers represent good pickings for mailers of all sorts (735 words) By Dan Pastorius Every spring, gardeners turn up their soil for another year's worth of glorious flowers and vegetables. Indeed, an estimated 80 million Americans garden as a hobby, according to the Web site LandscapeUSA.com. With so many enthusiasts, is it any wonder the seed market can be lucrative? And the direct mail market for plant seeds is a strong one that enjoys high response rates, say industry experts. "People who love [plant] seeds love to shop by mail, so they're direct mail responsive to all kinds of different offers," says

Professional women with Web savvy and an interest in personal investment. Should be a rich marketing source, right? Well, yes. But you'll have to find them first. One look at general investment lists suggests why women investors are so elusive. The Accredited Investors list is 90-percent male; one of the selects of the Active Investors Masterfile is "wives of executives." Clearly this is considered a man's domain. Lee Kroll, president, Kroll Direct Marketing, says: "On [investment-related] subscriber files women generally account for approximately 10 percent of names." An Untapped Resource Buffalo, NY-based Junction List Services rents one of the few terrestrial

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