Study: Direct Mail to Suffer

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NEW YORK The rise of the Internet has taken its toll on a number of media and is about to claim its third analog victim: direct mail. The largest of the print media, printed direct mail will decline 39 percent over the next five years with annual spending dropping from $49.7 billion in 2008 to $29.8 billion by the end of 2013, according to a study from Borrell Associates to be released today at BIA’s Winning Media Strategies conference in Washington, D.C.

If Borrell’s prediction holds up, direct mail, once topping ad spending on Internet, broadcast TV and newspapers, will slip to No.

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