Direct marketing spending boost forecast

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New York--B-to-b marketers project the highest increase in expenditures in the first quarter of 2003, according to the Direct Marketing Association in its Quarterly Business Review, published Friday. Its index rating was 60, compared with an industrywide projected spending index of 54. The report, which covers fourth-quarter 2002 as well as 2003 projections, also indicated direct marketing would comprise the largest share of overall b-to-b ad budgets. Direct marketing agencies emerge as most optimistic among direct marketing industry executives in terms of revenue growth in 2003. They projected revenues in the “moderately better” range, earning an index score of 71.
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