Direct Marketing Association releases 2002 spending forecast

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New York--Consumer and b-to-b spending on direct marketing with interactive media will total $4.04 billion in 2002, according to a study released this week by the Direct Marketing Association. The study, titled "2002 Economic Impact: U.S. Direct & Interactive Marketing Today," said such spending should increase to $8.4 billion by 2006.

The DMA also estimates that interactive media marketing sales will rise from $36 billion in 2002 to more than $81 billion by 2006.

The study broke out where marketers are putting their b-to-b money in 2002 compared with 2001. On the upswing is direct response, up 18%; e-mail, up 17%; and channel marketing, up 14%. Categories in decline this year include direct mail, down 6.9%; radio, down 2.3%; and print, down 1.4%.

--Matthew Schwartz

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