The junk-mail juggernaut rolls on. After scoring big with lists of high-school and college students, American List Corp., in Great Neck, N.Y., has turned its attention to elementary-school children. If school officials won't release the names, the company will often go to a class president, offering to pay. Who buys the lists? Toy companies, clothing stores, and children's magazines, among others.

Company president Martin Lerner says that names will be dropped from the list if parents complain, but claims he gets more requests to add names than remove them. "Most kids don't get a lot of mail, so they kind of like being on the lists," he explains.