The Ad Age 2013 spending forecast is out and there are a few categories showing significant cuts. Since this blog focuses primarily on direct mail, we are happy to see that it is alive and well. Spending is projected to hit $51.5 billion for a 2% increase over 2012. That’s a far cry from the supposed “doom and gloom” that some had projected for the industry.
The biggest % increase is on Internet spending at 18.1%. That goes hand-in-hand with direct mail since we are seeing more and more direct mail used to drive web site traffic. We also suspect that a good bit of that increase is the burgeoning mobile market.
2013 SPENDING % INCREASE
CATEGORY ($ BILLIONS) OVER 2012
TV $ 63.9 2.8
Radio 17.2 2.9
Magazines 17.4 -3.4
Newspapers 23.0 -8.0
Outdoor 8.0 5.0
Internet 36.2 18.1
Cinema 0.8 5.0
Direct Mail 51.5 2.0
Telemarketing 52.4 2.0
Sales Promotion 70.2 3.2
Public Relations 4.2 7.0
Event Sponsorship 27.9 8.5
Directories 8.1 -9.0
Total $380.8 3.1
Source: Advertising Age Magazine
