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DMA’s direct marketing performance index falls steeply

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New York—The Direct Marketing Association’s Quarterly Business Review index of direct marketing performance fell dramatically in the fourth quarter, reflecting worsening economic conditions.

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.

DMA’s most recent Quarterly Business Review was based on online surveys of marketers, agencies and suppliers conducted in January. There were 413 respondents.

—Christopher Hosford

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