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For the twelfth consecutive quarter, the direct marketing industry reported positive growth, per the Direct Marketing Association’s Quarterly Business Review.
Industry members surveyed for the review - including direct marketing companies, agencies and suppliers - reported an overall index of 66 for growth in revenue over the same quarter last year, writes Direct Magazine. Compiled responses are indexed in the Review, with a score of 50 meaning no change in performance, a score of over 50 representing growth, and a score below 50 representing a decline.
The index for revenue vs. original predictions was low at 47 - “somewhat disappointing,” according to the DMA but still a slight improvement over the first quarter’s score of 46. The B-to-B sector showed particularly strong growth, with a combined index of 70 for revenue for the second quarter versus the same quarter last year, which was a gain of 9 index points over Q1 2006.
The index shows an optimistic outlook for the third quarter, with respondents posting a combined index of 67.
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