Winterberry Group Reports Direct Mail Spending and Volume In Steep Decline

February 27, 2009

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• Independent the effects of the recession, rising postage rates, declining volumes, an increasingly complex array of postal regulations and other threats to delivery efficiency may compromise the viability of the Postal Service as the principal mail delivery channel.
 
“The dramatic events of the last few years have come home to roost for direct mail. Postal shocks, environmental pressure, recession, media consumption shifts and enhanced targeting tools have brought about an end to the ‘batch-blast’ era of direct mail,” said Bruce Biegel, Winterberry Group’s senior managing director. “In the face of exceptionally challenging conditions, it is apparent that mailers have shifted their focus to lower-volume, more targeted and higher-value campaigns, with traffic generation to the store, Web and call center being the primary objective. In turn, this shift is generating a realignment of the supplier community and the marketing operations process—opening the door for more and better integrated marketing over the next several years.”
 
Beginning Monday, March 2, A Channel in Transformation: Vertical Market Trends in Direct Mail 2009 will be available for complimentary download via the Research page of Winterberry Group’s Web site, located at http://www.winterberrygroup.com/research.html.
 
About Winterberry Group
Winterberry Group is a unique strategic consulting firm that helps advertising, marketing services and digital media companies build profits and propel shareholder value. Its services include comprehensive strategic consulting—through its flagship Opportunity Mapping process—plus business planning & assessment, market intelligence & sector research and transaction support services. The firm’s global stable of clients includes service providers, marketers and financial investors representing every segment of the marketing industry. Over the last six years, the firm has successfully provided advanced strategic counsel to over 150 of the these companies, including Acxiom Corporation, Alterian plc., American Capital Strategies, arvato Services / Bertelsmann AG, Canada Post Corporation, Capital One Financial Corp., The Carlyle Group, Direct Group, eCircle AG, Hewlett-Packard Co., IWCO Direct, MediMedia USA Inc., Modern Postcard, Onex Corporation, Rosetta Marketing, Transcontinental, Inc., Xerox and Yahoo!.
 
Winterberry Group’s impact is further enhanced through its affiliation with Petsky Prunier LLC, a leading investment bank providing merger-and-acquisition advisory services to companies in the direct marketing, marketing services & technology, advertising & promotion and information industries. Working in close collaboration, the two firms offer a unique dual perspective on corporate growth grounded in market knowledge, value assessment and strategic insight.
 
For more information on Winterberry Group, visit www.winterberrygroup.com.

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