UK DMA Census: Industry Grows 14.8%
The total remains dominated by direct mail and telemarketing, which account for nearly half of the expenditure. Television and newspaper inserts represent the third- and fourth-largest sectors, respectively, according to the census, released this week.
"This year's census sees a strong return to growth for the direct marketing industry," said Mike Barnes, the DMA UK director of marketing and business development. In 2002 the industry reported 6 percent growth.
While telemarketing reversed its relative decline and grew 14 percent in 2003, direct mail showed an overall expenditure increase of only 2 percent. This was largely due to the decline in use of direct mail in business to business, which increasingly is favoring e-mail and online marketing.
New media continues to show strong year-over-year growth with a spending increase of 29 percent compared with 2002. Radio, however, showed a decline, confirming that it has not yet established itself as a prime DM medium.