DM revenue falls in Q1 of '08

Share this content:

Direct marketers, agen­cies and suppliers collectively experienced a revenue dip in the first quarter of 2008 following 18 consecutive quarters of positive results, according to the Direct Marketing Association's Quarterly Business Review (QBR) study. The survey is part of an ongoing quarterly study conducted by the DMA's research and market intel­ligence department.

“On the whole, the Q1 2008 results reflect the fact that many sectors of the economy are slow­ing,” said Anne Frankel, senior research manager for the DMA, in a written statement. However, she added, direct marketers that were surveyed expected growth will resume at a conservative level during the second quarter.

In the QBRindex, a score of 50 represents no change in the direct marketing business' performance during the quarter vs. the same quarter last year. Scores above 50 represent growth, and those below 50 represent a decline.

Revenue vs. same quarter last year was in negative territory, with an index of 48. This metric has declined in each quarter since Q4 2006. However, profitability remained robust at 63, accord­ing to the study, with marketers, agencies, and suppliers posting an index in the low 60s or better.

The study also found that mar­keters are increasingly wary of a coming recession, and in that event are most likely to keep their marketing budget the same but reapportion expenses.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above