DMA Releases 2009 'Statistical Fact Book'

Updated Reference Book Now in its 31^st Year of Publication

New York, NY, February 2, 2009 — The Direct Marketing Association (DMA) today released the 2009 Edition of its Statistical Fact Book.

DMA’s Statistical Fact Book has 12 chapters and more than 250 charts, which is why in its 31^st year of publication, it continues to be “The Definitive Source for Direct Marketing Benchmarks.” The book will help marketers hone their strategy, plan campaigns, justify the budget, and produce winning results.

“The Statistical Fact Book covers the complete end-to-end direct marketing process,” said Anna Chernis, DMA senior research manager and the book’s editor. “It has also evolved with the times, adding and subtracting chapters as necessary. That is what truly defines and distinguishes this reference book from all the others. For example, technology has largely impacted marketing and that is clearly visible with newer chapters dedicated to ‘Interactive Media’ and ‘Email,’ as well as the former ‘List/Databases’ chapter now listed as ‘Database Management.’

“The effectiveness of direct marketing relies on current and accurate data,” continued Chernis. “DMA’s Statistical Fact Book is an invaluable resource for marketers around the globe who are looking to survive and thrive during this economic climate.”

DMA’s 2009 Statistical Fact Book chapters:

· Catalog

· Consumer Demographics

· Database Management

· Direct Mail

· Direct Marketing Overview

· Email

· Financial Services

· Hispanic Market

· Interactive Media

· Nonprofit

· Power of Direct Marketing

· USPS Information

DMA’s Statistical Fact Book, in addition to the wealth of new research and data, provides information from more than 30 prominent sources. Some key findings include:

· Email to customers and direct mail (other than catalogs) are top direct marketing promotion methods.

· The average US consumer receives 25 pieces of any type of mail per week.

· About 81 percent of households either read or scan advertising mail sent to their homes.

· In response to mobile offers — text messages are most effective.

· 77 percent of the Inc. 500 reported use of at least some social media tool. (The Inc. 500 is a list of fastest-growing private US companies compiled annually by Inc. Magazine.)

· Permission-based, business-to-business email lists command the highest price. In November of 2008 these lists cost $293 per thousand.

· Direct marketers in the nonprofit arena find newspapers and magazine to be the most effective advertising channel.

The Statistical Fact Book is available for purchase, hard copy or download, on DMA’s online bookstore. The cost is $260 for DMA members and $470 for non-members. To purchase, please click here.

Also available in the DMA Bookstore are two mini-reports — “Behavioral Targeting: Optimizing Site Visits” and “Social Network Marketing: Present and Future Trends.”

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 more than 3,400 companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies, as well as nonprofit organizations.

In 2008, marketers — commercial and nonprofit — spent $176.9 billion on direct marketing, which accounted for 52.1 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $2.057 trillion in incremental sales. Last year, direct marketing accounted for approximately 10 percent of total US gross domestic product. Also, there are today 1.6 million direct marketing employees in the US. Their collective sales efforts directly support 9.3 million other jobs, accounting for a total of 10.9 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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