Not amused by direct mail story

It may be an old-fashioned concept, but aren’t Diary stories meant to be amusing?

Your Diary story criticising the Direct Mail Information Service, and direct mail per se “1995 – a year that’s bin junk”(MW May 24) fails to achieve this.

If the Diary editor is having such a problem filling the page perhaps we can help with some noteworthy information: 63 per cent of consumers open and read their direct mail; 85 per cent of consumers expect companies they deal with to mail them; four in ten consumers have responded to direct mail in the past 12 months; direct mail generates over 15bn worth of business each year; expenditure on direct mail has increased by 155 per cent in the past ten years.

Expenditure on direct mail rose to a record 1.1bn in 1995 – considerably more than the expenditure on radio, posters and cinema combined. If direct mail is all junk, why are so many more companies using it? Not funny? Well, should fit in well then.

Jo Howard-Brown


Direct Mail Information Service

London W1

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here