ALC, Alloy Partner on Gen Y Database

American List Counsel and Alloy Inc. yesterday announced the launch of the 12 million-name 360 Youth Generation Y Database.

The data comes from 360 Youth, the media and marketing arm of Alloy Inc., which reaches Generation Y's 10- to 24-year-olds with catalogs such as Alloy, Girlfriends LA and CCS.

Alloy and Girlfriends LA target Gen Y females with trendy clothes and accessories while the CCS skateboard and snowboard apparel and equipment catalog goes after their male counterparts.

Alloy, New York, selected ALC to manage the database, which includes Gen Y consumers and their parents.

Selections on the database include geography, recency, dollar, parent's name, gender of child, age of child, household income, dwelling type, lifestyle selects and product categories.

The base price for the database is $95/M. ALC recommends it for offers including brand-name clothing and accessories; comics and collectibles; computers; gaming equipment; Internet services; personal electronics; music and movies; progressive fundraising appeals; school supplies and study aids; spring and summer break travel; teen lifestyle publications; extreme sports equipment and college information.

Princeton, NJ-based ALC also was named manager for the 360 Youth Package Insert Program, which is projected to mail more than 1.2 million inserts this year.

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