Drop in financial direct mail skews ‘Top 100’ figures
Direct mail spend fell by nine per cent in 2004 among the UK’s top 100 biggest spenders – a drop of £78.5m. Almost half (41) of the top 100 mailers reduced spend last year, Marketing Direct’s Top 100 Mailers report has revealed. However, total direct spend rose by 1.7 per cent (up £32m to £1.9bn), accounting for 23 per cent of all marketing spend, according to the latest IPA Bellwether Report.
This discrepancy can be explained by cutbacks in the financial services sector, according to Richard Roche, head of media markets at Royal Mail.
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