(Direct Newsline)—The children’s and outdoor categories have shown the largest growth in mail volume over the past four years, according to Millard Group’s annual seasonality study of consumer publishing trends.

Within consumer magazines, home, general entertainment and family were the top three segments in terms of mail volume.

“We have continued to see interesting trends in the consumer publishing arena,” said Michael Heaney, VP-brokerage. “For instance, over a four-year period the month of April has been the most heavily mailed month in the second quarter. “Over the past four years, April has owned 39% of total second quarter mail volume.”

“Another interesting trend that we’re seeing is that business and finance magazines appear to be shifting mail volume away from June, and more into April and May,” continued Heaney.

Total mail volume for consumer magazines was down 20% from second quarter 2004, but still showed an 18% growth over second quarter 2002, according to the study. The largest fall-off in mail volume for a magazine market was the sports and outdoors market, down 11% from second quarter 2004.

The children