1998 Media Outlook: Direct Marketing
Mark Levine Wunderman Cato Johnson
Over the past decade, the quantitative growth in the Direct Marketing discipline has been clearly documented. The past few years have followed the exciting growth that adoption theory predicts. Estimates vary, but Direct broadly defined now accounts, according to a recent WEFA study, for about half of the dollars spent on commercial communications. New categories fashion, cosmetics, medical/pharmaceutical, personal services among others are rapidly heating up.
In thinking back on 1997 my recollection is not centered, however, on the quantitative side of Direct's growth. I...