Marketing to the right Zips

I used the census to get a group of target zip codes. Ou tof 888 3 digit zips in the US, I picked the top 30 based on education, proportion of population which is boys aged 10-14, percentage of kids who speak english, and total population. These 30 zips have 19.7 million people (7%). They also have about 790,000 boys 10-14 (7.5% of total).

Of 1058 Barnes and Noble, Borders and Independent (with the word 'children' in their description) stores, 123 were in these zips (11.6%). So, somebody else agrees with my targeting.

Now, on to the work of marketing to them...