THE DMA RELEASES 27TH EDITION OF THE STATISTICAL FACT BOOK

THE DMA RELEASES 27TH EDITION OF THE STATISTICAL FACT BOOK
Latest Edition Features New Material on the Hispanic Market and Expanded Interactive Chapter

NEW YORK, June 28, 2005 — The Direct Marketing Association (The DMA) today released its 2005 Statistical Fact Book, which provides direct and interactive marketers easy access to essential data needed to make informed decisions and media choices. The book, which is designed to provide the latest marketing statistics, includes new information on the Hispanic market and expanded chapters on interactive media that includes search engine marketing.

Compiled by the DMA's Research Department, The 2005 Statistical Fact Book includes information on Hispanic market, e-mail marketing, catalogs, interactive marketing, direct response advertising, lists and databases, direct mail, and customer service. Each chapter includes Chapter Highlights, which feature key statistical facts. For example, in the chapter dedicated to interactive, one learns that the average cost to acquire an online customer is $24 or less.

The near-500 charts that comprise this year's edition feature data that:

•   Highlights important media and market growth usage trends by specific media and markets;
•   Pinpoints consumer and business attitudes and buying habits concerning direct marketing;
•   Quantifies and compares marketers' outlooks and expectations on key issues;
•   Provides valuable expenditure, production, and operating cost figures;
•   Identifies direct marketer's attitudes, concerns, and policies regarding specific environmental issues.

Print and cd-rom versions, can be ordered through The DMA Bookstore Online at www.the-dma.org or by calling 800.344.8328. The price of the book, in either the print or online format, is $195 for DMA members and $395 for non-members.

About The DMA
The Direct Marketing Association (www.the-dma.org) is the leading trade association for businesses and organizations interested in direct, interactive, and database marketing, which in 2004 generated more than $2.3 trillion in US sales, including $143.3 billion in catalog sales and $52.5 billion in Web-driven sales. In addition to catalogs and the Web, DMA members employ a wide variety of marketing media, including mail, e-mail, telephone, newspapers and magazines, interactive television, and radio, among others. Founded in 1917, The DMA today has more than 5,200 corporate, affiliate, and chapter members from the US and 44 other nations, including 55 companies listed on the Fortune 100. Reflecting the significant and growing role that direct marketing plays in today's advertising mix, The DMA's membership represents marketers from every business segment, including catalogers, Internet retailers, retail stores, nonprofit organizations, advertising agencies, financial services providers, book and magazine publishers, book and music clubs, industrial manufacturers, and a host of other vertical segments, as well as the service industries that support marketers.

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