DirectMarketingIQ just produced its first-ever industry sector report, with many more to come. This one is based on the magazine publishing industry, which appears poised for a comeback in the marketing space.
This report provides the need-to-know trends, statistics and analysis, culled from the comprehensive collection of direct mail and email in the Who's Mailing What! Archive and the Email Campaign Archive.
Here are 3 good signs for the magazine industry spotlighted in the report:
1. Magazine direct mail surges late in the 2nd quarter of 2010
The total volume of magazine mail dropped considerably from 2008 to 2009 — and continued to drop early in 2010 but has begun recovering as of late. June actually posted an increase of 13 percent over June of 2008 and an overwhelming 43 percent more than June of 2009.
2. Business magazine mail stays strong
Business magazine mail not only didn't reduce its overall mailing volume in 2009 and 2010, but also continues to grow as a percentage of the overall magazine publishing mailstream. At 12 percent in 2008, it went up to 16 percent in 2009 — and then to 18 percent in the first six months of 2010.
3. Biggest months to email were in 2010!
While overall direct mail volume has gone down for magazines, email is going the opposite direction. The usage of email among magazines went up in the first six months of 2010 compared to 2009. And March and June of 2010 recorded the most emails by the magazine industry.