Advertising Association includes direct mail in spend forecast for first time

The Advertising Association is including spend on direct mail in its Advertising Forecast for the first time, predicting a 4.1percent rise in spending on the medium in the UK in 2004.

The figure puts the medium behind the overall growth rate for other media of 4.8percent, but only includes mailouts and not other aspects of direct marketing, such as door drops and inserts.

It is one of the three sectors to be included in the AA’s Advertising Forecast for the first time this year, along with online adspend, which is set to show a rise of 53percent, and cinema advertising, which could show a 1.4percent decline.

Other sectors set to perform well are radio and poster advertising, up by 7.8percent and 8.7percent respectively. Regional newspapers will also see strong growth, according to estimates, rising by 5.9percent.

The AA said: “The recovery that began in the fourth quarter of 2003 has continued into the first quarter 2004, with total advertising expenditure rising 3.5percent year-on-year at constant prices.”

The 4.8percent predicted growth rate for overall adspend in the UK does not include the three new media.

The figures are researched and compiled by the World Advertising Research Centre.

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