Dramatic fall in direct mail spend
Judging by the latest research there’s no room for industry complacency about the rest!ience of direct marketing in the face of a recession. New figures from media spend monitor AC Nielsen NlIS reveal there has been a fall in spend by the top 10 companies year on year to May 2001 of £50 million
Despite direct mail spend last year show inga healthy rise of 1 per cent on 1998/1999, figures from June 2000 to May 2001 show a year on year fall ofjust under 10 per cent in spend. from £1.4 billion to £1.27 billion.
