Coen’s Midyear Forecast for Direct Mail: Up 5%

Robert J. Coen’s midyear forecast for Direct Mail is for a five percent growth in spending to $61.6 billion during the current year. That compares with a growth of only 3.1 percent for total advertising spending. If these figures hold up through the end of the eyear, Direct Mail will have a 21.2 percent market share of the ad market.

Robert J. Coen of Universal McCann is the world's leading authority on advertizing expenditures.