On a roll: Dan Pelson

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Dan Pelson, 35, spent five years in business development at Sun Microsystems, then left in 1993 to experiment with Web sites. In 1997 he launched the online youth marketing company, (www.bolt.com), New York, targeting teens and young adults in the U.S., the U.K, Canada and Australia. Sponsors include Procter & Gamble Co., Eastman Kodak Co., AT&T Corp. and Ford Motor Co., among others.

Hot spot: Free stuff. Many of our four million users regularly request samples and sweepstakes entries from sponsors.

Edge: Our ability to collect data from users, who voluntarily submit 200-300 details each about their lifestyle interests and preferences, which we use for marketing purposes. Also, a marketing partnership with AOL, leading to an additional 700,000 users.

Opinion: People born from 1976 and 1985 (now 16 to 25, the "baby boomer echo") are the most-marketed-to young population in history. Marketers are wise to lock in brand relationships with them early.

Forecast: Teens using wireless phones for digital messaging, not talking, and marketers targeting them based on time of day and location. In Europe and the U.K., 80% of teens have wireless phones; in the U.S. it's only 30% but gaining fast.

Insight: Teens are a moving target, changing constantly.

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