DMA CEO Unveils New Association Brand Identity and Reveals Latest Industry Market Numbers At DMA05

Atlanta, GA, October 17, 2005 – Direct Marketing Association (DMA) president and CEO John A. Greco, Jr. delivered a rousing assessment of the state of direct marketing and unveiled a modern, forward thinking new brand identity for the Association at today’s opening session of DMA05, the leading event for multi-channel marketing professionals.

"Marketing is changing and the DMA is changing with it. Our goal in developing a new identity is to reinforce that we’re committed to cultivating stronger relationships between consumers and direct marketers, and propelling these relationships forward," Greco said. "Moreover, in an era when business leaders are demanding accountability from marketing, the direct marketing process helps all marketers to achieve superior results in the most measurable way."

The new identity reflects the innovation and value of direct marketing across all media, including mail, catalogs, the Web, e-mail, telephone, newspapers, magazines, direct response and interactive television and radio. The new DMA logo and visual system are designed to accentuate a new theme line: "The Power of Direct: Relevance, Responsibility, Results."

"The DMA will continue to focus on the long-term trust relationship between marketers and customers. If we as direct marketers provide relevance, act responsibly, and deliver results, we will raise the level of consumer confidence and public trust that is so crucial to the future of direct marketing and the entire information economy," added Greco.

Greco reported that the contribution of direct marketing to the U.S. economy is substantial and continuing to grow in impact, a result of the proven results and attractive return on investment that businesses and non-profits derive from direct marketing campaigns.

Highlighting the outcome of a comprehensive, multi-year economic impact study prepared by Global Insights Research and released by the DMA, Greco cited findings that:

• Direct marketing advertising expenditures in the U.S. will top $161 billion in 2005. Advertising expenditures are expected to generate $1.85 trillion in increased sales in 2005, or 7% of the $26 trillion in total sales in the U.S. economy (which includes intermediate sales). All together, direct marketing will account for 10.3% of total U.S. GDP in 2005.

• Each of the 1.7 million direct marketing jobs creates five additional jobs needed to fill customer orders resulting from direct marketing campaigns. All together, direct marketing supports more than 10.6 million jobs.

• Sales driven by direct marketing are forecasted to grow by 6.4% through 2009, up from 5.3% in the period from 1999 to 2004. By comparison, overall U.S. sales are growing more slowly (4.8% for 2004-2009). Continued growth is also predicted for both direct marketing advertising expenditures and employment.

• Direct marketing continues to provide a high ROI for marketers. In 2005, each $1 investment in direct marketing ad expenditures will return $11.49 of incremental revenue, on average, across all industries.

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of business and nonprofit organizations using and supporting direct marketing tools and techniques. DMA advocates industry 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 entire direct marketing process. Founded in 1917, DMA today has more than 4,800 corporate, affiliate, and chapter members from the US and 46 other nations, including 55 companies listed on the Fortune 100.

In 2005, companies will spend more than $161 billion dollars on direct marketing in the United States. Measured against total U.S. sales, these advertising expenditures are expected to generate $1.85 trillion in increased sales in 2005, or 7% of the $26 trillion in total sales in the U.S. economy (which includes intermediate sales). All together, direct marketing will account for 10.3% of total U.S. GDP in 2005.