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Article: Tidy Profit in junk. (Special Report: Direct Marketing).(a discussion of the junk mail industry which continues to thrive)
- Article from:
- Marketing Week
- Article date:
- April 10, 2003
- Author:
CopyrightCOPYRIGHT 2003 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Direct marketing may not be the most popular method of advertising among consumers, but the 'junk mail' industry has more than doubled in size over the last decade. So how does this medium continue to thrive?
The term "junk mail" may not be used much in marketing circles, but consumers use it all the time. Unfortunately for those sending it, they use "junk" not just as an adjective, but as a verb to describe what they intend to do with the mail instead of opening it.
Last year the direct marketing industry achieved a milestone of dubious distinction. The number of direct mail items posted exceeded 10 billion for the first time. This works out at about ...