Direct marketing continues to outperform its advertising counterparts in the United Kingdom, according to the DMA UK's DMA Census 2002-2003, which is to be released today.
The DMA's annual census of the direct marketing industry shows the industry is worth 11.85 billion pounds ($19.4 billion), a 6 percent increase over last year.
While telemarketing and direct mail continue to account for nearly half of the total expenditure, new media grew 17 percent.
Despite an overall rise in direct marketing spend, however, the DMA Census shows a slowdown in the growth rate of telemarketing expenditure. The use of response devices on TV and radio advertising fell considerably.
To view the Executive Summary of the DMA Census 2002-2003, visit www.dma.org.uk/shared/Publications.asp.