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Direct mail still thriving

Direct-mail volume and expenditure is still on the increase despite fears of an industry slowdown, according to the latest figures from the Direct Mail Information Service.

Figures for the period from April to June show that the volume of direct mail rose by 4.5 per cent to 1.25bn items from 1.19bn in the second quarter of last year while expenditure increased by 7.5 per cent to £480m from £447m.

DMIS says much of the increase in volume was driven by an increase in mailing of financial services firms. Volume in the banks, building societies and other financial companies sector shot up by 9 per cent from April to June to 228 million items from 209 million items over the same period last year.

However, some sectors showed a marked yearon-year decline, with the retail sector in particular suffering, with a fall of 7 per cent from 86.9 million items to 80.9 million items.

DMIS managing director Jo Howard-Brown says: “The figures are encouraging in that they show continued growth although it comes as no surprise to see that the growth rate is slowing, given the signs of a slowdown in the industry as a whole.

“The third and fourth-quarter statistics will no doubt show us whether the predicted continuing economic downturn in the eurozone will adversely affect the UK direct-mail medium.”


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