It's Just The Facts with DMA's '2006 Statistical Fact Book'

June 28, 2006 — “All we know are the facts, ma’am.” That’s what Sgt. Joe Friday used to say on “Dragnet.” That’s also something DMA’s research staff can claim. If you doubt that, just check out DMA’s hot-off-the-press 2006 Statistical Fact Book.

Now in its 28th edition, the goal of this perennial DMA best-seller is to provide direct marketers with accurate, up-to-date statistics and trend information – all with an eye on helping craft marketing strategies and bolster marketers’ ROIs.

For the past six years, DMA Senior Research Manager Anna Chernis has sifted through thousands of resources in order to present direct marketers with this information, all of which is fully cited. “There’s no other marketing reference book like this one,” Chernis says.

“It’s a rich resource for direct marketers, providing at-your-fingertips access to authoritative data that will help them make informed, cost-effective marketing decisions,” Chernis continued. “It’s especially good for those new to direct marketing because it allows them to quickly get their arms around this increasingly ubiquitous means of marketing.”

The 230-page 2006 edition is presented in 19 chapters:

· Direct Response Advertising

· Direct Mail

· Catalog

· Telephone

· Print/Promotion

· Television/Home Shopping

· Interactive Media

· E-Mail

· Hispanic Market

· Lists/Databases

· Consumer Demographics

· Business-to-Business

· Financial Services

· Circulation/Books

· Nonprofit

· International

· Customer Service/CRM

· U.S. Postal Service

· U.S. Direct Marketing Today: Economic Impact

Looking over the past six years of editing the Statistical Fact Book, Chernis says, “the biggest change, of course, has been the growth of the Internet and its progeny, such as search engines, click-through rates, and marketing e-mail. With this Web-driven growth, the amount of publishable information of interest to all multichannel marketers continues to expand significantly.”

To order DMA’s 2006 Statistical Fact Book, visit www.the-dma.org/bookstore or call 1.800.344.8328 (U.S. only) or +1.301.362.8180.

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