The Direct Marketing Association’s Quarterly Business Review for the first quarter of 2006 reported the 11th consecutive quarter of positive economic growth, with an industrywide revenue index of 59.
In the QBR index, a score of 50 or above represents growth and those below 50 represent a decline.
DMA’s Quarterly Business Review is based on three online surveys of DMA marketer, agency and supplier member companies, by DMA’s Research and Market Intelligence Department from April 10 to April 25. The DMA received 330 survey responses.
According to three online surveys, Q1 findings show strength in revenue versus SQLY and profitability.
Actual versus projected revenues for each of the three segments — marketers, suppliers and agencies — have dropped from Q4 2005’s 54.
However, Q1’s revenue versus SQLY index reflects growth, but at softer levels than that reported over the last two years.
