New Research Uncovers Trends Behind the Tremendous Purchasing Power of Today's Youth.

NEW YORK--(BUSINESS WIRE)--June 3, 1999--

Kalorama Information, LLC and Children's Market Research Inc. today introduced KIDTRENDS(TM) 1999 REPORT, an exclusive research study that provides a first-ever comprehensive look at attitudes, behaviors and trends behind the tremendous purchasing power of today's youth as they reach the new millennium.

"The most startling finding is children's concerns about Y2K," says Dr. Selina S. Guber, president of Children's Market Research, Inc.

Children expressed anxiety regarding the year 2000. A number of them are concerned about Y2K computer crashes. They feel many problems will arise, including economic depression and the loss of electricity. One child said, "It's going to be the end of the world." Others said, "People will take money out of banks, banks will close and we will have a great depression."

As computers and new technology bring fear with the anticipation of Y2K computer crashes, they also bring excitement. Children view the Year 2000 as being the beginning of a whole new world. They speak of flying cars, super computers, exciting inventions, cures for diseases, and the end of wars.

According to Guber, "Today's youth see a new and exciting world approaching, and KIDTRENDS(TM) 1999 REPORT helps marketers and advertisers build strategies and plans based on what motivates kids."

Data from KIDTRENDS(TM) 1999 REPORT is based on interviews with 300 children ages 6-11 (150 boys and 150 girls). The study includes findings on food and eating habits, spending power, TV viewing patterns, fashion, favorite TV programs, music, movies, cartoon programs, commercials, restaurants, video games and more.

Some Key Findings:

-- Kids' Favorite Interests and Hobbies -- 51% of all boys and 40%

of all girls chose sports as their favorite interest or hobby.

Honorable mentions include 26% for watching TV; 23% for video

games; 23% hanging out with friends; 12% listening to music and

11% reading.

-- Kids Spending Power -- Children receive approximately $17 billion

a year for their personal use. 43% of boys and 38% of girls

receive $5 to $10 per week from regular allowance and money they

earn. 33% of girls and 17% of boys receive under $5 and 22% do

not receive spending money.

-- What Children Buy With Their Money (excluding clothes) -- 31% of

the kids said toys. While 19% save their money, 18% buy candy and

10% purchase CDs and/or tapes.

KIDTRENDS(TM) 1999 REPORT (150+ pages, $2,595) is available from Kalorama Information. For more information call [phone] and mention Department R69.

Kalorama Information, LLC (http://www.MarketResearch.com) is a leading publisher and distributor of marketing intelligence resources.

Children's Market Research (212-794-0983) is a market research and consulting firm which provides quantitative and qualitative research, trend analysis and strategic insights into the $150 billion youth market.