DMA Review Finds 12th Quarter of Growth

Share this content:

The Direct Marketing Association's Quarterly Business Review covering the second quarter of 2006 reported the 12th consecutive quarter of positive economic growth.

Findings indicate strength and growth in revenue versus the same quarter last year with a direct marketing business-wide index of 66. In the QBR index, a score of 50 or above represents growth. Scores below 50 represent a decline.

The review is based on online surveys of DMA marketer, agency and supplier member companies. The second-quarter survey was done July 10-25 and drew 250 responses.

Q2 findings show revenue versus original projection somewhat disappointing at 47, yet a slight improvement over Q1.

The QBR also reported that projected revenue for the current quarter remains strong with an overall index of 67.

All three segments -- marketers, suppliers and agencies -- expressed optimism for Q3, continuing a yearlong trend of anticipated growth in the coming quarter. Agencies are more likely than marketers and suppliers to forecast greater growth in Q3.

Other findings:

· Q2 was robust for marketers, with revenue and profitability reflecting a resurgence from Q1 results. Revenue versus same quarter last year rose to 66 from 57, while profitability climbed to 72 from 66.

· Agencies posted the best revenue and profitability numbers of the three measured segments. Revenue versus SQLY showed growth with an index of 69, up from Q1 2006. Profitability, at 70, was the strongest of the three metrics and showed a small gain of 2 points from Q1.

· Suppliers' growth rebounded in Q2, and revenue versus SQLY grew to 64, up from 58 in Q1.

· Business-to-business marketers' revenue vs. SQLY and profitability indices gained strength in the second quarter. Revenue vs. SQLY soared to 70, up 9 points over Q1 2006.


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