Doings at the DMA

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The Direct Marketing Association has set up shop on the Web. The site offers information about DMA's products and services, award programs, calendar of events and membership benefits.

The DMA also released findings of a study by A.T. Kearney Inc. looking at marketing in the interactive age. Of 522 respondents, 52% of direct marketers use the Web for sales and marketing, 48% use online services and 37% use CD-ROM. Of those using the Web, 84% have been on the Internet for less than a year. About 70% are seeking ways to measure the effectiveness of new media. About 47% of direct marketers are deciding whether or not to invest in new media.

Copyright March 1996 Crain Communications Inc.

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