FACT BOOK AVAILABLE FROM CDMA
By Adnews Staff
The direct response market in Canada grew by 5% this year, according to the Canadian Direct Marketing Association's Annual Fact Book. The consumer services and business-to-business sectors are surging ahead at rates of 7.2% and 7.6% respectively. Direct response television grew by 25%, while advertising revenue from television infomercials totaled $10.1 million. Direct response agencies are predicting a 51% growth in size between now and the year 2000. A new section in this year's fact book contains information that will be helpful for U.S.-based marketers planning to do business in Canada. The guide also contains surveys on the new media including direct response TV and radio, multimedia and Internet direct response. Other topics include the charitable sector, direct marketing and the environment, direct response agencies and employee salaries, postal impacts of direct marketing and advertising revenue impacts.