Libey: Smart Money Is on DM, Catalogs

Share this article:
WHITE PLAINS, NY -- "Mail is not dead by any stretch," keynote speaker Don Libey said at yesterday's fifth annual MeritDirect Business Mailers Co-op & E-mail Marketing Conference here.


He is principal with Libey-Concordia, a direct marketing investment banking and advisory firm.


After a few years of rumblings about the possible death of the catalog, Libey said, the smart money is investing in catalogs. He cited many statistics to show why.


Direct marketing sales will reach $3 trillion by 2007, he said. That figure represents 9 percent growth over the next few years and is juxtaposed with a 5 percent overall sales increase nationally. Libey said he expects DM sales to reach $5 trillion by 2017.


Libey also projected numbers for each DM channel. He said direct mail would have sales of $960 billion by the end of 2007, with $380 billion being business to business and $580 billion consumer.


Libey predicted telemarketing sales would exceed $1 trillion by 2007 despite the no-call list, with $650 billion in BTB and $450 billion in consumer.


The largest percentage growth he predicted was in online marketing, with sales reaching $180 billion by 2007 ($105 billion BTB, $75 billion consumer). Those figures represent 35 percent growth for BTB and 36 percent for consumer.


Despite the predicted growth, Libey said that DMers needed to do more to increase response rates, retention rates and targeting. Still, he said the industry has never looked better to investors and ended his talk with this advice: "Go forth and multiply."


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through ...

Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

40 Under 40 2014: Nominations Are Now Open!

40 Under 40 2014: Nominations Are Now Open!

It's time to nominate the 2014 crop of young marketing luminaries for Direct Marketing News's 40 Under 40 Awards. The deadline is Friday, June 6, 2014.

News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool

News Byte: MediaCrossing Partners with ASL Marketing on ...

The digital media trading firm and marketing database company aim to help marketers target 13 to 34 year olds.