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Business news site MarketWatch published a story this month on how junk mail is spurring printer sales. I'm not sure how helpful the classification 'junk mail' is, I assume the author referring to personalised direct mail, rather than unaddressed mail.
The article identifies that DM is the only offline media today which can reach the consumer effectively. Other channels, including e-mail, TV and telephone, are blocked either through filtering technology or regulations (i.e. Do Not Call register).
The article goes on to provide some interesting figures, stating that DM is the fastest-growing form of advertising off the Internet, and is projected to drive sales growth by 5.3% a year from between now and 2012. By comparison, television ads are seen driving sales growth by 5%, newspapers by 0.9%, magazines by 3% and radio by 3% over the same period of time. Altogether, the U.S. direct mail printing business is a $62.2 billion market that's expected to grow around 6%, or 7 billion pages a year. That's a lot of paper. And rainforests.
Read the full story on MarketWatch »
Posted on Monday, 17 December 2007 at 10:21 PM | TrackBack: http://www.veedeepee.com/cgi-bin/mt-tb.cgi/71