DMA pegged its fourth-quarter index at 39, representing a 50% decline in direct-marketing business performance compared with the same quarter in 2007. (Index scores below 50 represent a decline in direct marketing sales, staffing and other expense areas. A score of 50 represents no change, while scores above 50 represent growth.)
When considering solely b-to-b companies, DMA reported a fourth-quarter index slightly worse than the overall average, at 37. For catalogers, the DMA index for the quarter was 33.
DMAâ€™s most recent Quarterly Business Review was based on online surveys of marketers, agencies and suppliers conducted in January. There were 413 respondents.