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Direct marketing's share of advertising spending increases

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San Diego—Advertising expenditures on behalf of direct-marketing campaigns increased this year to 54.3% of all advertising nationwide, up from 52.7% last year, according to the Direct Marketing Association's annual “The Power of Direct Marketing” report, released Monday at the group's annual conference and exhibition here.

Direct marketing advertising spending is predicted to fall to $149.3 billion this year, a decline of 11.2% compared with 2008.

The DMA predicts that direct marketing ad spending will increase 2.7% next year to $153.3 billion.

The report also underscored the obvious: the shift from offline to online campaigns. Non-e-mail Internet advertising will claim more than 15% of all direct marketing advertising dollars this year and nearly 17% in 2010, according to the report.

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