MarketingProfs

MediaBuyerPlanner: According to the Direct Marketing Association’s first quarter of 2006 Quarterly Business Review, positive economic growth continued for the eleventh consecutive quarter, with a revenue index of 59, but the first quarter index dropped from the fourth quarter’s index of 68, writes BtoB.
The business-to-business direct marketing segment reported a weighted average sales change of 3.7 percent, a large drop from fourth quarter’s 16.9 percent, but above the 2.5 percent in Q1 of 2005.
Marketers’ revenue was an index of 47, showing a loss. Although the index for marketers’ budgets showed growth at 56, it was down from the fourth-quarter index of 64.
QBR index scores of 50 represent no change in direct marketers’ business performance during that quarter. Therefore, scores over 50 represent an increase, while scores below 50 represent a decline.