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Direct mail, benefiting from the afflictions affecting all other advertising categories, is the only medium that will see growth in the U.S. this year, according to revised predictions from Zenith Media.
The direct-mail category will see a spurt of 5 percent growth this year compared to 2000, says a report issued on Friday by the media-services network’s London office.
Overall, the U.S. will experience a total decrease of 1.2 percent in ad spending in 2001 versus 2000, Zenith reports.
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