DMA Releases New ‘The Power of Direct Marketing’ Industry Forecast
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Although spending on most traditional channels remains below the peak year of 2007, direct mail and DRTV both bounced back strongly in 2011. Direct mail expenditures will grow 4.6 percent to just over $50 billion, DRTV will have even higher growth (6.1 percent). As strong as these numbers are, direct response magazine, direct response radio, inserts, and telephone marketing all will experience negligible growth at real rates (adjusted for inflation). Spending on direct response newspaper will continue to fall.
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