Four of every five list owners is outsourcing list management services to an external manager and the same percentage cites restrictive legislation as an important concern of the list industry, according to the 1998 DMA Annual List Usage Survey, which was released last week. The survey of 280 consumer and business list professionals also found that 52 percent of marketers mailed more in 1997 than in 1996 and that 71 percent reported higher or stable response rates. Forty-nine percent of list owners surveyed do not make their lists available for rental or exchange. Forty-five percent increased their budgets for alternative media and 72 percent used the Internet. Other top issues facing the industry last year were the postal rate increases, list integrity and hygiene and USPS delivery issues. The survey was conducted for the 18th straight year by the DMA List & Database Council.
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