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Business Services Industry

Caught in 'tween

Entrepreneur, Oct, 2004 by Mark Henricks

CHILDREN AGED 8 TO 12--AKA TWEENS--REPRESENT a huge, profitable and unique market for purchases either influenced by them or made with their own money. So say youth-market experts David L Siegel, Timothy J. Coffey and Gregory Livingston in The Great Tween Buying Machine: Capturing Your Share of the Multibillion Dollar Tween Market (Dearborn, $19.95). But you'll get little or none of their business if you treat tweens Eke kids, teens or adults. It takes a special touch to reach this market. For instance, successful products aren't marketed to parents but are designed to appease parents--because tweens still want Mom to approve. The authors distill a great deal of experience with clear examples and similarly useful rules that even grown-ups can understand.

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MARK HENRICKS is Entrepreneur's "Smart Moves" Columnist.

Business Services Industry

Caught in 'tween

Entrepreneur, Oct, 2004 by Mark Henricks

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