Direct Mail Advertising Expenditure Rises 16% During 1998

Annual consumer direct mail expenditure increased by 16% during 1998, rising to £1.5 billion, according to the latest Direct Mail Expenditure Survey released by MMS Market Movements.

Direct mail is currently one of the fastest growing advertising media, with more companies than ever using it to target consumers. 50% of all mail was used to target new consumers, and financial services dominated the consumer direct mail sector, accounting for 32% of the area.

Mail order companies, publishers and charities were the next big spenders in the field, claiming 18%, 13% and 8% slices of the sector respectively.

Pensions accounted for the smallest share of the market.

MMS Market Movements: 01763 248848