Direct mail spending to rise as much as 54% by 2014

by Jennifer Whitehead,, Brand Republic 18-Nov-04, 07:00

LONDON - Spending on direct mail in the UK could rise by as much as 54% over the next 10 years, according to research by the Advertising Association.

Between now and 2014, the medium of direct mail, which only includes mailouts and not doordrops nor other forms of direct marketing, will rise between 46% and 54%. This puts it well ahead of the marketing industry as a whole, which is expected to see spending rise by between 25% and 33%.

The findings are published in the Long Term Advertising Expenditure Forecast, compiled by the World Advertising Research Centre and published by the Advertising Association.

The figures have led the AA to say that fears of the end of adspend growth and a "mass migration" of budgets to other media is unlikely to come to pass.

According to the AA: "The report concludes that although the fortunes of the individual media will be mixed over the next decade, the general pattern for the industry is one of growth, despite the perceived threats to advertising."

The report includes direct mail and internet advertising for the first time in the forecasting base. It costs £495 for AA members and is available from WARC.

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