Media Outlook: Direct Marketing

This is one of a series of U.S. media reviews published in March 1988 looking back to the previous year, and looking forward to the next.

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...

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