Catherine Trautmann, the minister responsible for communication, is supportive of the taxation proposal, which is now to be presented to the Assembl1e Nationale.
Direct marketing accounted for 31%, or $7.9 billion, of the total advertising spend in France in 1996, according to a study by Havas Media Communication. Spending on direct marketing increased by 4.2% in 1996.
Of the total direct marketing sector, the print element (of mailings, leaflets etc) that would be subject to the new tax, accounts for some $7.4 billion.
Copyright October 1997, Crain Communications Inc.