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Direct Marketing Association Releases 2002 Statistical Fact Book

Press release from the issuing company

The Direct Marketing Association (DMA) on September 17 released its 2002 Statistical Fact Book, which gives marketers the most comprehensive, up-to-date information available on direct and interactive marketing for every aspect of the industry. The fact book includes information on catalogs, interactive marketing, direct response advertising, lists and databases, direct mail, and customer service. In keeping with The DMA's goal to promote marketers' venturing into the interactive marketplace, this year's fact book includes more information about the growth of and trends in the interactive industry. The publication, now in its 24th edition, contains more than 500 pages of data about the direct and interactive marketing industry. It includes more than 500 charts and 50 outside sources in addition to DMA studies. Sample tidbits include: * The most important benefit of e-business is enhancing the quality of customer relationships (61.1%). * The cost to send a direct mail piece to customers is $0.50 versus $0.05 for an e-mail. * Business-to-business companies are more likely to achieve their highest response rates from compiled lists (4.5%). * Charity/fundraising direct mail was the most popular (55%) type of direct mail read. * Japan and Germany have the highest direct marketing sales among non-U.S. countries. Print and downloadable online versions, featuring hyperlinks to the Web sites of the companies who conducted the research, can be ordered through The DMA Bookstore Online or by calling 301.604.0187. The price of the book, in either the print or online format, is $150 for DMA members and $295 for non-members.