Direct Mail is alive and kicking do you use it?

Local media ad space advising firm BIA/Kelsey’s most recent local market ad forecast report, Media Ad View Plus, has several findings of note. The study, which gives a market-by-market view of the local media pie, reveals: The total local media market is calculated to be $132.5 billion. Looking across all verticals, direct mail accounts for 27% of all local market spend ($35.8 billion). ​Direct mail dominates ad spend by local retail advertising, garnering over 43% of total retail advertising in 2012. Despite ongoing declines in circulation, in 2012 newspapers generated $22.5 billion for a 17.1% share of total advertising spend, second only to direct mail. Six vertical categories each generated more than $1 billion from online advertising in 2012 — technology, retail, automotive, leisure/recreational, financial/insurance and restaurants. BIA/Kelsey calculates that these six categories accounted for close to 80% of total online advertising. Print Yellow Pages still dominates the local general services category (basically anyone who shows up at your house in a van). In 2012, general services advertisers spent $3.8 billion on print Yellow Pages, representing nearly a quarter of total spend in that category. Retail, financial/insurance, restaurants, automotive and technology combine to represent roughly three quarters of local radio advertising revenue. - See more at: http://printinthemix.com/Fastfacts/Show/763#sthash%2EaJwCjzvd%2Edpuf