Australian Direct Mail Booming

The advertising recession appears to have bypassed direct mail, which had a boom year last year, according to ACNielsen MailTrack. Direct mail activity grew by 30 per cent in 2001, which is over and above a 25 per cent expansion of ACNielsen’s household panel, which now totals 800. The Federal Election campaign last October and November involved 500 different campaign mailers, and the financial services and insurance industry wasn’t far behind with 370 mailers. The top direct mailers [Australia] last year were Westpac (255 different mailers), ANZ Bank (187), Coles Myer (182), Reader’s Digest (175), National Australia Bank (173) and Telstra (160).”