DMA Announce Direct Marketing Expenditure Figures

The Direct Marketing Association has announced direct marketing expenditure to be £7.2 billion in 1997. The 1998 Census Of Direct Marketing shows that expenditure is set to continue growing throughout 1998.

The three largest growth areas were outdoor/transport, contract magazines and new media. Direct marketing in new media has almost doubled since 1995.

Chief executive of DMA, Colin Lloyd, commented on the growth: “Direct marketing is now well established as the leading form of marketing communications in the UK. The techniques and methodologies at the heart of direct marketing are being applied in new business sectors and media every year. With the advent of digital and interactive television, this is a trend that will continue well into the next century.”

DMA: 0171 321 2525