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Direct marketers sent more than 114 billion pieces of direct mail in the last year, an increase of about 15 percent from five years ago, according to the USPS. And last year, for the first time, bulk mail exceeded first class mail.
The direct mail industry is alive and growing, The New York Times writes, saying that marketers are expected to spend $59.6 billion on direct mail this year. That’s an increase of $15 billion since 2000 and an increase of more than $4 billion in the last year alone, says Robert J. Coen, director of forecasting for Universal McCann. Although telemarketing generates better response rates, direct mail is seen as less intrusive by recipients.
Marketers will spend about $70 million on television spots, $12 billion on online advertising and $1.5 billion on email marketing.
The article points out what anyone in the industry already knows: direct marketing has long been considered dull by the ad industry. However, as DM becomes increasingly more important, prominent agencies, such as DraftFCB, are beginning to incorporate it into their overall ad strategy.
Ad executives, according to the article, expect the direct mail boom to continue.
In a recent report, The Power of Direct Marketing, the DMA predicted that the direct marketing industry’s growth will help soften the effects of a cooling economy.
Katz Radio Group has snared two more major clients, having approached and signed CBS Radio and Entercom Communications, formerly clients of Interep.
CBS Radio represented about a third of Interep’s total revenue, writes Mediaweek.
Interep filed last month to convert its…
B-to-b publication revenue was down slightly in 2007, sagging 0.4% from 2006; it was flat from 2005, according to American Business Media’s Financial Trend Report.
Print advertising pulled 84% of the average b-to-b title’s revenue, writes Folio.
Editorial, advertising and circulation…
The number of Britons accessing the mobile internet increased by 25% (from 5.8 to 7.3 million) from Q2 to Q3 2008, compared with only a 3% increase for PC-based internet users (34.3 to 35.3 million Britons), according to (pdf) insight data…
Email, news gathering and paying bills continue to be the most widely used online activities among U.S. adults, but downloading TV programs, watching videos and making web phone calls posted the biggest overall growth, according to data from Mediamark Research…
Black Friday is typically known as the day of unbeatable deals, but also long lines, packed stores, and jostling customers.
But this season, online retail giants Amazon and eBay are doing their best to get customers out of stores and…
Despite the U.S. financial crisis and dwindling marketing budgets at some financial institutions, the number of retention-related direct-mail offers sent by banks to current customers in Q3 2008 was 42% higher than in Q2.
View chart of estimated mail volume, Q3…
