Study: Direct Mail Growth Slowing
The study said annual direct mail spending will grow at a compound rate of 1.8 percent from now to 2006, reaching $50.4 billion. From 1996 to 2001, annual direct mail spending grew from $34.5 billion to $46.2 billion at a compound rate of 6 percent. Direct mail continued to grow in 2001 but slowed because of the anthrax scare, the study said.
"Direct mail will continue to expand during the forecast period but at a slower pace than in the past because of the emergence of e-mail marketing and postal rate hikes, which will force marketers to limit mailings," the study said.
Total U.S. communications spending will rise from $580.5 billion in 2001 to $610 billion this year, it projected.