DMA Plans Industry Measurement Surveys

The Direct Marketing Association will create a monthly analysis of critical performance measures to give direct and interactive marketers up-to-date industry information to weather uncertain times, the association said yesterday.

The DMA Marketing Monitor is scheduled for release in April. It will give direct and interactive marketing industry statistics such as changes in sales revenue, customer response rates, marketing expenditures and staffing levels.

The DMA's new Strategic Information Unit, led by Michael Turner, will aggregate and analyze monthly survey results from participating companies. Participants will not be identified in the study, and responses will be held in confidence.

DM Monthly Monitors will be available to participating companies. DMA members who do not participate in the surveys can buy DM Quarterly Monitors for up to $3,500. Marketers interested in participating in the monthly monitor should contact Peter Johnson in the Strategic Information Unit at 212/790-1522.

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