Despite a challenged U.S. economy, 65 percent of direct response advertising agencies surveyed in the 2001 Direct Marketing Association (DMA) Direct Response Agency Billings Report cited increased billings last year over 1999. The 2001 Report was compiled by The DMA Research Department and sponsored by The DMA’s Direct Marketing Agency Council.
“During the last economic downturn of 1991, marketers’ increased investments in direct and database marketing allowed them to hold their own in terms of ad spending and sales,” said H. Robert Wientzen, president & CEO, The DMA. “As a result, direct and database marketing allowed them to measure their results and account for every marketing dollar in a time of economic uncertainty.”
Nearly one-quarter (23%) of the agencies responding to this year’s report provided figures that included revenue from in-house operational services such as printing, database, telephone marketing, and/or lettershop functions.
Nearly one-quarter (22%) of the agencies responding reported U.S. integrated communications billings for 2000 (including sales promotion, public relations, general awareness advertising, etc.)
To view agencies CLICK above on ‘More Images’.