DMA Releases 'Direct Marketing Facts and Figures in the Computer and Electronics Industry'

New York, NY, March 12, 2008 — Ever since Michael Dell began selling custom-built computers directly to customers, increasing numbers of consumers and businesses alike have been purchasing their computers, electronics, and instruments without the aid of a middleman. The sector has grown so much that the Direct Marketing Association (DMA) is now offering “Direct Marketing Facts and Figures in the Computer and Electronics Industry,” its first such study on the topic.

This 133-page report provides computer and electronics direct marketers with a comprehensive overview of their sector. Each of its nine chapters — Computers, Electronics, and Instruments Overview; Catalogs; Direct Mail; Insert Media; Commercial Email; Internet Marketing; Print Media; Broadcast Media; and Telephone Marketing — is broken down into three subsets of data — direct marketing spending, sales, and employment — and then further examined by market and intent of offer.

The report also contains 80 charts that help readers benchmark their own direct marketing progress.

“DMA’s previous research showed that the computer and electronics industry was a very rich direct marketing sector of manufacturing that deserved its own comprehensive economic profile,” DMA Research Manager Michelle Tiletnick said. “This new report will help marketers benchmark their direct marketing-related efforts and successes against how the industry is performing as a whole. It will also give them an outlook into what the next five years will hold.”

Key findings from this DMA report include:

· US direct marketing-driven sales in computers, electronics, and instruments are forecast to reach nearly $117.3 billion in 2008 and $147.3 billion in 2012.

· In 2008, direct marketers in this sector can expect a $17.10 ROI per advertising dollar spent.

· Direct marketing-driven Internet sales are expected to reach nearly $42.7 billion in 2008 and $57.8 billion in 2012.

· Computer, electronics, and instrument catalogers expect to expend more than $768.6 million in 2008 and $1 billion on advertising in 2012.

· Direct marketing-driven catalog sales are expected to grow annually by 5 percent from 2007 to 2012.

· Direct mail (i.e., non-catalog mail) advertising in this sector is projected to grow annually by 6.8 percent from 2007 to 2012.

· This year, insert media sales will total more than $385 million.

The cost of “Direct Marketing Facts and Figures in the Computer and Electronics Industry” is $135 for DMA members and $240 for non-members. The report is available now for downloading at DMA’s Bookstore. To purchase, click here.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents nearly 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.

In 2007, marketers — commercial and nonprofit — spent $173.2 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated approximately $2.025 trillion in incremental sales. In 2007, direct marketing accounted for 10.2 percent of total US gross domestic product. Also in 2007, there were 1.6 million direct marketing employees in the US. Their collective sales efforts directly supported nearly 9.0 million other jobs, accounting for a total of 10.6 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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