It was, to paraphrase Queen Elizabeth, an “annus horibilus.”

If you thought things were bad in the fall of 2008, they got even worse during the early months of 2009. There were layoffs, budget cuts and a pervading sense of gloom.

Here are some of the leading direct marketing stories of 2009. Not all are happy. We’ve saved the best for last.

Direct Mail Spending Falls
Winterberry Group reported that direct mail spending is down to its lowest level since 2005, and this was confirmed in several other surveys. To some extent, it reflected movement of budget dollars online, but the economic downtown also played a role. A MarketingProfs survey found that 34% expected to reduce their spending on marketing this year.

DM Spending Falls by 11.2%
The Direct Marketing Association projected that direct marketing expenditures would fall by 11.2% to $149.3 billion in 2009. The good news in this is that 54.3% of all marketing dollars now going to direct marketing.

Reader’s Digest Files for Chapter 11
The Reader’s Digest Association entered Chapter 11, reporting assets of $2.2 billion and liabilities of $3.4 billion. It was one of the most high-profile bankruptcy filings of 2009. But there were many more, including those of Eddie Bauer, Aggressive List Management, Velocity Express, R.H. Donnelley, Home Bistro, Parent Co. and AbitibiBowater.

DMA Proxy Battle Ends
Incoming Direct Marketing Association board chairman Eugene R. Raitt promised greater transparency following a nasty three-week proxy battle launched by board member Gerry Pike. That means more transparency regarding financials, membership numbers and conference attendance. The flap seems to have blown over, but it led to online debate about DMA President John A. Greco’s high six-figure salary.

Michael Jackson Dies
What does this have to do with direct marketing? Not much, but it didn’t do anything to lift anyone’s spirits.

PMG Promises Rate Stability in 2010
Postmaster General Jack Potter announced some good news: That “the Postal Service will not increase prices for market dominant products in calendar year 2010.” That includes Standard Mail. The news was welcomed by mailers, although the postal picture is getting ever more cloudy. According to Multichannel Merchant, the USPS lost $3.8 billion in fiscal 2009, $1 billion more than it lost during the prior year. And there was a 12.7% drop in volume—to 177.1 billion

Fortune 500 Firms Turn to Social Media
In one of the true bright spots of 2009, a report confirmed that marketers have embraced social media. No less than 80% of Inc. magazine’s 500 fastest-growing companies are active on the networks, up from 49% in 2008. An earlier survey from Equation Research showed that 71% of all B2C companies are using social media. Only 38% of all B2B marketers are, but another 18% plan to implement programs within three months of the survey, and 10% in four to six months. What do marketers want in social media? Greater measurability, according to another report.

Marketers Are Hopeful about 2010
Headhunter Jerry Bernhart reported that the direct marketing job freeze is thawing, especially in B2B. More companies are planning to hire in 2010. In another positive sign, MediaPost reported that advertising executives have regained at least some of their confidence, and expect to spend more next year.

from http://www.mailinglistsblog.com