Direct marketing continues to grow, according to study

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New York—Direct marketing by several measures is sitting pretty, according to the findings of a report released Thursday by the Direct Marketing Association.

Companies will spend more than $161 billion on direct marketing this year, according to the report, “U.S. Direct Marketing Today: Economic Impact 2005.” Direct will account for 10.3% of total U.S. GDP in 2005, according to the report.

Direct marketing ROI is high. For this year, an investment of $1 in direct marketing will return $11.49 revenue on average, the DMA said.

“Our report shows over the last five years the ROI in direct marketing has been growing steadily,” said Peter Johnson, senior economist at the DMA. “That’s very good news for us.”

Sales driven by direct marketing are projected to grow by 6.4% through 2009; by comparison, overall U.S. sales are projected to grow 4.8% in that same period.

—Carol Krol

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