Direct mail was the only medium in the United Kingdom to show a drop in the latest ad spending figures from the London-based Advertising Association, falling 2.5 percent in the second quarter to $957.5 million.
Across the board, however, advertising spending in the UK rose 4.2 percent after adjusting for inflation to $6.6 billion.
Outdoor spend posted the largest increase, up 14.2 percent to $375.0 million, the second-highest revenue figure ever for the medium.
National and regional newspapers posted gains of 8.1 percent and 6.3 percent to $885.8 million and $1.43 billion, respectively.
Consumer magazines saw a rise of 5.6 percent to $376.9 million compared with the same quarter a year earlier. Business magazines increased 2.1 percent from Q2 2003 to $481.5 million.
Television ad spending totaled $1.83 billion, up 7.3 percent.
Radio ad spend increased 6 percent from the same period last year, reaching $236.3 million.
The AA's survey is researched and compiled by the World Advertising Research Center. It covers direct mail, but not other aspects of direct marketing such as digital and DRTV.
