DMA: 2001 direct marketing sales up 9.9%

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Chicago--Despite the economy, total b-to-b direct marketing sales in 2001 rose 9.9% from the year earlier, to $858.1 billion, according to the Direct Marketing Association. The figures were published in the association's "Economic Impact: U.S. Direct and Interactive Marketing Today" study, released this week at the DMA Annual Catalog Conference & Exhibition in Chicago.

Sales rose in every category--direct mail, telemarketing, direct response print, direct response TV, direct response radio and "other." There was no separate listing for Internet sales; those numbers are included in the "other" category.

The DMA predicts a 9% increase in b-to-b direct marketing sales in 2002, to $937.7 billion.

Meanwhile, total b-to-b ad spending in 2001 rose 4.3% from the year earlier, to $102.5 billion, and is projected to increase 5.5% in 2002, the DMA said. Direct marketing media ad spending accounted for 55.2% of total U.S. ad spending ($356.7 billion) in 2001.

--Carol Krol

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