Direct Mail--Enough Elbow Room, Growth?

McNamara isn't alone in his assessment. The Direct Marketing Association, in New York, projected a compound annual growth of 7.6 percent for the consumer category and 10.2 percent for business-to-business between 1997 and 2002, or 8.6 percent overall for that same period. The study also found that growth rates in all direct marketing media exceed the total U.S. growth rates of 5.1 percent for consumer sales and 5.4 percent for business-to-business sales in that same timespan.