NEW YORK Add direct mail to the list of analog media being crushed by the Great Recession.
The Direct Marketing Association originally predicted that direct mail volume would only fall 1 percent this year, but the organization has revised that to as much as 10 percent. “This was mainly driven by the combination of a number of factors including the consumer credit crisis, the mortgage crisis and the overall economic crisis, as well as marketers exploring new ways of integrating across different channels,” said Ramesh Lakshmi-Ratan, the DMA’s executive vice president and chief operating officer.
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