Despite a US economy that shows signs of softening in key areas, growth is predicted in direct marketing (DM) expenditures, sales, return on investment (ROI), and employment through
2008, as reported in The Power of Direct Marketing, the Direct Marketing Association's (DMA) annual forecast of direct marketing's economic impact on the US economy, including advertising expenditures and sales.

Long before retailers hang any wreaths or tinsel in their stores, they send out emails promoting their Christmas deals to their subscribers-lots of emails!

The spirited discussions following Directo Hispano's participation in the Directo Days Conference and the Latino Direct Mail Symposium, held in April in New York City, are the basis for this article prepared exclusively for HispanicAd.com.

A great way to understand the current state of direct marketing to Hispanic segments is to frame it in perspective: historical perspective and numerical perspective.

Vertis Communications announced the results of its proprietary Customer Focus OPINIONES survey, which revealed that of the Hispanic adults surveyed who read direct mail, 64 percent have responded to direct mail advertising in the past 30 days, compared to just 46 percent of the general U.S. population. Additionally, the 2007 study findings revealed that 72 percent of U.S. Hispanic adults surveyed who speak English at home read direct mail advertising, compared to 69 percent who speak only Spanish at home and 58 percent who speak Spanish inside and out of the home.

Vertis Communications announced the results of its proprietary Customer Focus Retail Direct Mail survey, which revealed that 90 percent of male direct mail readers, age 18-34, read grocery store direct mail pieces, compared to 83 percent of female direct mail readers this same age.

Valassis announced the completion of its acquisition of ADVO, Inc. for an acquisition price of approximately $1.2 billion (on a fully diluted basis), including the refinancing of approximately $125 million in existing ADVO debt. The

Lured by the appeal of quick riches, many direct marketers who jump onto the Hispanic bandwagon often stumble upon a seemingly insurmountable barrier and, instead of negotiating the obstacle course, retreat, abandoning in the process promising programs.

ADS Media Group, Inc. announced it will roll out a major co-op initiative to deliver advertisers' messages to two million Hispanic households in California and Texas.

The Direct Marketing Association (DMA) released its 2006 Response Rate Trends Report, containing some of the most sought-after data on the benchmarks of successful direct marketing campaigns.

Direct mail, even more direct response?

Increasingly, the line between direct marketing and online marketing is blurring.

Vertis Communications introduced Alcance! en tu Buzon, a advertising vehicle designed to deliver personalized, trackable retail promotions directly to the mailboxes of 2.1 million Hispanic homeowners.

The Marx Promotion Intelligence FSI Trend reports that during the first six months of 2006, Free Standing Insert (FSI) average face value increased 8.6 percent to $1.18 vs. the same period in 2005. It is the largest average face value for a half year period on record.

Valassis announced that it has entered into a definitive merger agreement with ADVO. The fully financed transaction is valued at approximately $1.3 billion (on a diluted basis), including approximately $125 million in existing ADVO debt which Valassis expects to refinance.

The Direct Marketing Association (DMA) announced the release of its market research on US Hispanic consumers' attitudes and purchasing habits via direct marketing channels. Reaching The US Hispanic Market: Consumer Attitudes and Buying Behavior Report, produced in conjunction with The DMA Directo: Council for Hispanic Marketing, demonstrates the many positive aspects about Hispanic consumers' experiences with buying direct.

Latin-Pak introduces Latin-Pak Electronica e-mmercials. Latin-Pak Electronica e-mmercials are seamless e-mail video commercials targeted to "opt-in" Hispanics who have expressed an interest in the product or service area.

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