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Direct marketers optimistic despite effects of war

Published on .

New York--While the effects of the war in Iraq were felt throughout the direct and interactive marketing industry in the first quarter, many marketers feel business may finally improve, according to the Direct Marketing Association's Quarterly Business Review.

"Now that the war has been concluded in a timely and successful fashion, many members feel there is reason to hope that direct and interactive marketing will pick up," said H. Robert Wientzen, president-CEO of the DMA.

A majority of DMA surveyed members reported sales losses rather than gains in the first quarter. Sales decreased 1.98% on average, with sales declines for the largest companies surveyed--those with more than $500 million in annual revenue--outweighing sales increases among the smaller companies.

The report also showed that the Internet and e-mail continue to be growth areas.

--Carol Krol

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