DIRECT MARKETING GROWING
By Adnews Staff
Canadian direct marketing is expected to grow 12.4% in 1997, according to the Canadian Direct Marketing Association's 1997/1998 Annual Fact Book released last week. In 1996, Canadians bought $11.2 billion worth of goods and services through direct marketing channels. The business-to-business sector showed the strongest growth in 1996, accounting for 32% of all direct marketing revenue in Canada. This sector grew 17% in 1996 and is expected to grow at a similar rate in 1997. The CDMA Fact Book contains the 1997 Direct Marketing Economic Contribution survey, CDMA's List Usage survey, Ernst & Young's 1997 survey on Canadians and Call Centres, call centre operating cost comparisons and a CDMA Publishing Council survey on the use of direct marketing to promote subscription sales. Other resources in the book include a Canadian Internet Users survey by ACNielsen/Nordicity, postal impact of direct marketing, Ernst & Young's sixth annual Banking and Financial Services survey and a Catalogue Industry survey, with new data on electronic cataloguing. The book is available through CDMA.