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Direct Marketing Expected To Grow Slower Than Other Targeted Media
02 Sep 2010 Posted by Market and Main Media
Projections for direct marketing spending and revenue indicate the sector will lag in growth versus other targeted media categories. According to the Veronis Suhler Stevenson Communications Industry Forecast, the targeted media sector will experience a compound annual growth rate (CAGR) of 6.1% from 2009 to 2014. This growth will be driven by gradual economic recovery, advances in digital technology and secular trends. Pure-play consumer Internet and mobile services will also positively impact growth. However, hampered by reductions in Postal Service delivery and increases to postal rates as well as the Do Not Call list, direct marketing’s CAGR will likely only be 3.1%. Business-to-business media is also anticipated to grow at this slower rate of 3.1%. For this analysis, direct marketing include direct mail, telesales, catalog, email and DRTV.
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