Marketers Began 3rd Quarter With Cautious Optimism

Despite economic challenges, direct marketers expressed tempered optimism as they entered the 3rd quarter. They were coming off a 2nd quarter of moderate growth in spending, sales, profits and staffing, according to the Direct Marketing Association's Quarterly Business Review survey. Direct and digital marketing led that growth, and over half surveyed said they planned to maintain their direct/digital budgets in the 3rd quarter. Some 42% even planned to increase direct/digital spending in the 3rd quarter. However, lower acquisition investment showed that marketers, with an eye on the weak economy, were moving ahead with caution. For more details, go to http://www.the-dma.org/cgi/dispannouncements?article=1576