Direct marketing delivers 16th consecutive quarter of positive results

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New York—Direct marketers, agencies and suppliers collectively experienced their 16th consecutive quarter of positive economic growth, according to the Direct Marketing Association’s Quarterly Business Review for the second quarter, released Friday.

Revenue growth was indexed at 59, with a score of 50 representing no change from the year-earlier period.

Profitability was indexed at 68 and remained healthy for the three segments that the QBR benchmarks: marketers, agencies and suppliers.

“While growth is occurring at somewhat softer rates, the direct marketing community is realizing strong profits,” said Anne B. Frankel, DMA’s senior research manager, in a statement. “In general, direct marketers anticipate that their revenue will grow in the next quarter, with the agency segment somewhat more optimistic about their Q3 revenue expectations.”

The QBR was based on online surveys of 432 marketer, agency and supplier members of the DMA, conducted in July.

—Carol Krol

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