Market/Audience

Market/Audience

Aug 9, 2005 5:36 PM

DIRECT provides complete coverage of the robust and growing field of direct marketing, which marketers rely on more than ever to grow sales across channels.

Overall, sales driven by direct marketing are projected to be $3 trillion in 2007 (1)

Web-driven sales are forecast to compound 21% annually to reach $104 billion in 2008 (1)

Print Catalogs

In 2003, more than 17.2 billion catalogs were mailed (2)

Direct Mail

Advertising expenditures on direct mail totaled $49.1 billion in 2003 (2)

One half of all adults prefer receiving advertising and promotional material through mail (2)

Online Marketing

Spending on e-mail marketing is forecast to grow to $6.1 billion by 2008 (3)

Paid search is expected to surpass $3 billion in 2005 (4)

Direct B2B Sales

Sales revenue from B2B direct marketing will reach $1.08 billion in 2004 (1)

Sources: 1. The DMA Report: Economic Impact—U.S. Direct Marketing Today, 2003; 2. DMA Statistical Fact Book 2004; 3. Forrester Research, 6/04; 4. eMarketer, 5/04; 5. Estimated Unique Subscriber Count, Publisher’s Own Data, 8/04; 6. DIRECT BPA Publisher’s Statement, 6/04; 7. Analysis of Circulation, Publisher’s Own Data, 8/04; 8. NCDM Attendee Data, Publisher’s Own Data, 8/04.

DIRECT readers include the entire management and marketing teams at financial and insurance companies, manufacturers, retailers, catalog firms, publishers, list companies and more. Click here and see a list of top companies whose decision makers read DIRECT.

DIRECT subscribers are senior-level decision makers for successful companies

88% are CEOs, presidents, SVPs, VPs, directors and managers (2)

Average number of years in the industry: 15 (2)

61% have been in the industry more than 10 years (2)

Average annual company revenue: $139 million (2)

Average number of employees: 167 (3)

DIRECT reaches companies who sell products through a variety of channels (4)
Internet-based

59% of subscribers plan to increase spending on both search engine marketing and optimization

76% use e-mail for marketing purposes

Broadcast-based

25% of subscribers use DR radio, DR TV or fax marketing

Print-based

90% of subscribers send direct mail to customers

87% send to prospects

Telecom-based

42% of subscribers use inbound telemarketing

41% use outbound

Sources: 1. DIRECT BPA Publisher’s Statement, 6/04; 2. DIRECT Subscriber Study, PRIMEDIA Business Research, 7/04; 3. DIRECT Database Study, PRIMEDIA Business Research, 4/04; 4. DIRECT Forecast Study, PRIMEDIA Business Research, 12/03

DIRECT subscribers are decision makers

88% are involved in purchasing direct marketing-related products and services for their companies (1)

76% say DIRECT has presented them with ideas that helped them create, run or improve marketing campaigns (1)

On average, 4 people per company are involved in purchasing direct marketing-related products and services (1)

48% plan at least 5 marketing campaigns per year; 31% plan 10 or more (1)

48% plan to increase spending on direct marketing (2)

71% expect their total mail volume to house files to increase (2)

50% expect their total mail volume to outside lists to increase (2)

DIRECT subscribers invest in database marketing (3)

30% plan an investment or upgrade to their database in the next 12 months

Average expected amount of database upgrades: $194,674

52% use customer data to personalize products, services and marketing communications

In the next 12 months, 68% plan to install/enhance data mining capabilities

50% expect budget increases for database-reliant marketing efforts in 2005

45% calculate lifetime value

Percentages who use their databases for:
58% Cross selling
57% Customized offers
45% Personalized offers
50% Profiling

DIRECT subscribers rely on online marketing (4)

76% use e-mail for marketing purposes

59% of subscribers plan to increase spending on both search engine marketing and optimization

57% devote more than 10% of their marketing budgets to online marketing

56% expect their company's online marketing investment to increase in 2005

Percentage who use their Web sites to:
54% Generate leads that are followed up via e-mail
51% Generate leads that are followed up via telephone
42% Take orders for products and services

Sources: 1. DIRECT Subscriber Study, PRIMEDIA Business Research, 7/04; 2. DIRECT Forecast Study, PRIMEDIA Business Research, 12/03; 3. DIRECT Database Study, PRIMEDIA Business Research, 4/04; 4. DIRECT Online Marketing Study, PRIMEDIA Business Research, 6/04; 5. DIRECT Subscriber Study, PRIMEDIA Business Research, 7/04, based on the number of respondents.

Elizabeth O'Connor: Associate Publisher, DIRECT
(203) 358-4391
elizabeth.oconnor@penton.com
John Guadagno: Account Executive
(203) 358-3736
john.guadagno@penton.com
William Camaraza: Associate Publisher, Multichannel Merchant
(305) 892-7416
william.camaraza@penton.com
Candice Hadley: Account Executive
(630) 554-8989
candice.hadley@penton.com
Karen Putrimas: Classified Ads
(203) 358-4389
karen.putrimas@penton.com
Ed Berkowitz: NCDM Conference
(203) 358-3702
ed.berkowitz@penton.com