DMA Releases 2010 'Statistical Fact Book'

Report Shows the Range of Products

Purchased Through Mobile Phones

New York, NY, February 1, 2010 — The Direct Marketing Association (DMA) today released the 2010 Edition of its Statistical Fact Book. Now in its 32^nd year of publication “The Definitive Source for Direct Marketing Benchmarks” continues to adapt with the ever-changing business landscape, replacing and updating information as necessary.

This year’s reference book contains 10 revised chapters and two new chapters: Catalog; Consumer Demographics; Direct Mail; Direct Marketing Overview; Email; Financial Services; Hispanic Market; Internet; Mobile (new); Nonprofit; Social Media (new); and USPS Information, giving marketers the most current and accurate data needed to successfully plan and navigate integrated, multichannel marketing campaigns.

“What makes this book such an invaluable resource is that it evolves every year, allowing marketers to improve upon their current strategies as well as learn something new,” said Yoram Wurmser, DMA research manager. “Around the globe marketers can look to this book as a powerful picture of the scope and direction that truly reflects today’s direct marketing community across all channels, traditional and new. Every aspect of our life, whether you are a marketer or a consumer, is touched by changes in business and technology, from the way we get and share our news to the way we shop. This particular chart from PriceGrabber.com is a great example of just one of the more than 300 ranging from the annual volume of direct mail to the use of Twitter by small businesses that are a part of this comprehensive work.”

DMA’s Statistical Fact Book, in addition to the wealth of new research and data, provides information from 75 prominent sources. Some key findings include:

· 79 percent of households either read or skim advertising mail sent to their home.

· The average salary range for a creative copywriter for catalogs with 1 – 3 years experience is $60,000 to $77,000.

· Emails with subject lines of less than 35 characters have higher click through rates.

· One in four Inc. 500 companies consider Twitter an appropriate vehicle for B-to-B communications. (The Inc. 500 is a list of fastest-growing, private US companies compiled annually by Inc. Magazine.)

· 22 million Hispanic Americans were online in 2009, a 63 percent increase from 2004.

· 47 percent of spending on Internet advertising in the US goes to Paid Search.

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

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

In 2009, marketers – commercial and nonprofit – spent $149.3 billion on direct marketing, which accounts for 54.3% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly support 8.4 million other jobs, accounting for a total of 9.9 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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WHAT TYPES OF PRODUCTS HAVE YOU PURCHASED FROM YOUR MOBILE PHONE IN THE PAST 12 MONTHS?

Source: PriceGrabber.com, 2009.

58 % of consumers who made purchases from their mobile phone used the mobile Internet to purchase digital content for their phone.

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