DMA’s quarterly report finds increased revenue, profitability

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New York—For the first time in more than year, marketers are reporting increases in each of several direct and digital marketing indicators, including revenue and profitability, tracked quarterly by the Direct Marketing Association.

In DMA’s “Quarterly Business Review” for the third quarter, conducted together with management consulting company Winterberry Group, 83.5% of marketers said their investment in direct and digital marketing activity grew or remained steady in the third quarter of this year, compared with this year’s second quarter. Nearly half (45.6%) anticipated even higher marketing spends in the fourth quarter.

Reported revenue growth is accelerating; 48% of respondents said their sales had increased in the third quarter, compared with 36.7% who reported revenue increases in the previous three-month period. Profitability rose or remained steady, according to 81.5% of respondents.

Staffing levels, while growing, are increasing more modestly than other indicators, reflecting lingering caution as the economy improves.

The DMA-Winterberry study was based on two online surveys of DMA members conducted in October, producing 448 replies.

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