DMA: Direct marketing to lift U.S. economy

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San Francisco—Direct marketing will grow in terms of expenditures, sales, ROI and employment through 2007, according to the Direct Marketing Association. The DMA presented findings from its annual report, “The Power of Direct Marketing,” to reporters on Tuesday at the DMA06 annual conference.

The DMA said the growth numbers will soften the effects of a cooling economy.

“Direct marketing is actually cushioning the U.S. economy from a downturn,” said Peter A. Johnson, VP-senior economist, research and market intelligence at the DMA.

Total U.S. sales are projected to grow 3.8% in 2007, while direct marketing-driven sales will grow 6.5% to $2.064 trillion, the DMA said.

Direct marketing spending will show more moderate growth in 2007, estimated at 5.2% to $175.20 billion, after increasing 6% to $166.50 billion this year, according to the DMA.

—Carol Krol

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