Forecasts and good news about direct mail

As the year is ending more consultancies are already concluding the year. The Winterberry Group in the USA states that 2006 was a year of robust growth of 7,5% compared to 2005 estimates. For 2007 the Group projects that growth will continue to outpace the growth of the traditional "above-the-line" investments. Some of the trends they identify are: complex, high-volume multichannel campaigns become the industry standard, delivery costs will drive need for data hygiene, agencies will integrate analytics and consumer targeting services, media-mix reallocation will threaten direct mail share, digital print applications will grow and catalogue marketers will reduce the number of pages but not the circulation.