Only more overall bass needed: mix again or master?

I've been posting various questions lately concerning an album I am working on (I hope no one gets sick of me doing so) and little by little I am getting closer to the final version of my son's cd... There is only one issue left right now and that's the overall lack of bass. 

Several people (ranging from regular listeners to someone who reviews cd's for a weekly magazine) have listened to the cd to check if the overall sound was okay or not and (only) the guy from the magazine said that he missed something in the low end. He couldn't 'feel' the bass (not only the bass instrument, but also low toms etc.) as he normally can with other cd's. So the overall loudness (I kept things rather quit btw) was okay (and the music too  ) but the overall bass needs some tweaking.


This is a bit of a problem because although I also think there isn't enough bass when listening to it in my car or on my iPod, I alsmost think there is too MUCH bass when I play the cd on my stereo...!  However, the magazine guy played the cd on his laptop with a good headphone, on his crappy carsystem and on his hifi set at home and in all three cases he missed the bass...


Now I have two options. 1. I can go back to the mix and add some sort of effect (EQ?) to the bass and drumtracks (which aren't always on seperated tracks unfortunately), or 2. I can import the wavs which I have now back into a new project and only add an effect to pump up the bass (so more or less give those wavs a very simple master finish).


I rather skip option 1 because I am afraid it will come down to changing the entire mix again and it's a lot more work  then importing all wavs in a new project and adding a plugin to the master bus (although I have to see what plugin that would be... The Ozone demo has a few days left, so I might use that, but otherwise I probably need some EQ).


Any advice on how to add more 'bass feel' to songs without having to redo all the mixing etc...? Specific plugins, specific settings, all advice is welcome.

The low end. I guess. I mean, I can clearly hear the bass lines, but you can't feel them. The 'guy from the magazine' said he couldn't feel for instance the toms in a build up (a lot of songs have some sort of build up with a climax), so it's not only the bass. His (almost) exact words were (translated for everyone's convenience  ): "the only things I was missing were the low tones, they might as well be a bit more prominent: the bass but also the low toms in the climax of the opening song." He then said he would like to feel it in his stumach. 


About an EQ on the master: I am afraid to make things muddy... I guess I really only have to boost the lowest of lowest possible frequencies? In certain articles and books and what not you read which frequencies can be altered best for various effects and purposes: what frequencies should I look at to give more bass on various songs? Or does it all depent on the song...? (It probably does... I should have chosen an easier hobby... Any wannabe master engineers out there who want to practice their skills on my 12 wavs???  )

Thanks for the advice. I might give the Ozone multiband a try on a bus etc. I was thinking about using an EQ on everything, but Ozone's multiband compressor only on the drums and bass sounds like the right thing to do. Although I am getting sick and tired of exporting those 12 projects over and over again... 


About buying Ozone: I only really need to get things right for this one project, really. Music is a hobby and I am fine with what I normally create but since this cd is going to be distributed to shops etc. I have to have a bit higher standards... I am afraid I have only one day left with the Ozone demo and I doubt if I can fix everything in one day. And of course whenever I need to so something with those projects later on, I'd still need Ozone... So if I am going to give this a try, I have to buy it. Which makes decising what to do harder again. I might as well spend the money on some cheap online mastering service... 

Use Ozone's multiband exciter, specifically the low band with the crossover around 120Hz. Any higher and you start introducing mud.

Im sure everyones advice is good (I didn't read them)
But without an example it is hard to say honestly.
 
My first thought is playing style.
Does the bass guitar ride the kick ?