This survey was conducted for Direct by Primedia Business Market Research, an in-house firm. It was e-mailed to 4,564 Direct subscribers chosen on an nth-name basis (a representative sample of all subscribers).
An initial copy of the survey, offering a chance to win one of four $50 Amazon.com gift certificates, was sent out Sept. 14. Two follow-up e-mails, along with the sweepstakes offer, were sent to non-respondents.
Results are based on surveys returned by 157 qualified participants.
Respondents identified themselves as corporate or general managers (40%); sales, marketing or telemarketing executives (34%); advertising or promotion managers (9%); and circulation, list or media managers (4%). The remaining 17% noted they were fulfillment, operations or production managers, development directors, or directors of direct marketing.
The mean annual revenue specified was $126.9 million. Current-year revenue reported by survey participants was as follows: under $1 million (30%); $1 million to $2.5 million (11%); $2.5 million to $5 million (8%); $5 million to $10 million (11%); $10 million to $25 million (7%); $25 million to $100 million (12%); $100 million to $500 million (10%); $500 million to $1 billion (5%); and more than $1 billion (5%). (Percentages do not add up to 100% due to rounding.)
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