WEFA projects that direct marketing sales in Canada will hit $50 billion by the end of this year, according to an economic impact study it launched for the Canadian Marketing Association.
Although the full report has not yet been released, the statistics were presented by John Gustavson, president and CEO of the CMA, at the opening keynote address of the CMA’s National Convention and Trade Show yesterday. Held in Toronto, the annual event ends later today.
Gustavson also said that:
* DM earned $45 billion in total sales in 1999
* DM came in fifth in sectors contributing to the Canadian economy, following manufacturing and a three-way tie for second place among the retail, wholesale and service sectors
* DM supported 470,000 jobs in 1999 and is expected to support over half a million in 2000
* Overall media spending for direct response campaigns totaled $8.3 billion in 1999, which is expected to grow to $9 billion in 2000
The full results of the study, which are among the first such international reports the DMA plans to launch, will be published next fall in the CMA’s Annual Fact Book and Statistical Review. Funding for the study came from a US $40,000 grant from Canada Post.
(All Sums are in Canadian Dollars)
Network
