Bob Coen, Universal McCann SR. VP & Director of Forecasting:
"Projects that Direct Marketing will increase 7.5% to $60.8 billion in 2006 vs $8.6 billion for internet advertising"
Fred Koblinger-Lions Driector-President:
"Online communications is getting more and more important. It's quick and communicates at reasonable cost. But it will never replace the sensitive, emotional moment when somebody opens an envelope and curiously discovers the content".
Francois Renard-Wonderman, France:
"Direct mail is a more intimate side of communication...It's a private thing ... Besides, we offer the targets a physical contact: they can touch the paper or 3 dimensional object we choose to send".
"Internet advertising has not reduced direct mail spending. Users receive more mail, not less than non users. Consumers see a role in both electronic and paper media marketing communications, but still prefer paper by a wide margin."
"Consumers with higher level of incomes purchase more often by mail"
"...But print likes company. When there is a mix with integrated message, print makes that message even stronger. Data shows that a marketing program combining print and TV almost always out performs one that relies on TV alone"
"What about the impact of E Commerce? Successful marketers are finding that print and internet aren't competitors at all. Rather, they can be the perfect compliment to one another. For instance, printed catalogs can drive consumers to a web site to make the actual purchase."
"The worldwide evidence is mounting that print media deserves to be a core element of marketing plans."
"...The clear lesson is that brands which increase or maintain their advertising in a recession tend to achieve improved market share and return on investment when the recover occurs."