Kayaking, Partying & Profits

After 5 primarily attracts the deeper pockets of the middle-aged market with income ranging from $75,000 to $150,000. “We first used list brokers and the dynamics of modeling to get us lists of upscale prospects,” States says. “And although we have a lot of fun college-age drinking toys, we’ve never marketed toward the under-35 group. They’re more Web savvy and aren’t getting our catalogs, yet. So we built blogs to go to an audience that’s never seen our book.”