Word of mouth, the oldest form of marketing, is by far the number-one source of information for a new generation of mothers.

Nearly all Gen X moms with at least one child younger than 12 and annual household income topping $75,000 rely on their peers for information about everything from child-rearing to favorite cars, vacations and brands of merchandise, according to a first-quarter survey taken for Cookie magazine.

While mothers have long exchanged such information, the finding that 92 percent of this group — dubbed New Gen Moms by the magazine — is noteworthy because they are still devoting considerable time to their own pursuits, said Carolyn Kremins, vice president and publisher of Cookie. (The magazine, like WWD, is published by Conde Nast.) The participants in the national poll numbered 1,037, including 503 nonreaders of the family lifestyle title, from among an estimated 18 million New Gen Moms.

"These are later-in-life moms, later in child bearing, and they are not giving up their passions," Kremins noted. Nonetheless, once such mothers create a network, whether in the playground or online, they are unlikely to give it up, she said, "no matter how busy they are."

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