DMA review finds 13th consecutive quarter of positive results

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Direct Marketing Association's Quarterly Business Review covering the third quarter of 2006 reported the 13th consecutive quarter of positive economic growth.

Findings indicate strength and growth in revenue versus the same quarter last year with a direct marketing businesswide index of 61. 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 third-quarter survey was fielded by DMA's Research and Market Intelligence Department between Sept. 10 and Sept. 26, and drew 210 survey responses.

Regarding Q3 performance, while revenue versus original projection was somewhat disappointing at 47 for marketers, agencies and suppliers, it was consistent with Q2 and a slight improvement over Q1, according to the survey.

The QBR for the third quarter also showed 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 Q4, continuing a year-long trend of anticipated growth for this quarter. Agencies are somewhat less likely than marketers and suppliers to forecast greater growth in Q4.

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