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August 30, 1999
Internet Begins to Eat Direct Mail's Lunch
Blame it on the Internet: only two out of five of all creative professionals
(42%) see direct mail projects as a business opportunity for their shops.
This is a 5% drop (previously 47%) from the last TrendWatch Creative survey,
making it now only the third largest sales opportunity (behind collateral
print projects and web page design). For graphic designers, direct mail
dropped from half to just 39% as a business opportunity. This is most
likely driven by designers moving more toward non-print output like web
page design. In fact, graphic designers topped other groups of creative
professionals for their interest in web page design (62%). Why should
you care?.By knowing where creative professionals plan to look for new
business, you can find new business for your company and stay ahead of
the pack. Don't get caught following the hype or the marketing campaigns
and you'll be golden with your customer base.
Excerpted from TrendWatch Creative #7 (Summer 1999) report. For more information about the TrendWatch Reports and definitive graphics, creative and electronic media market information, see www.trendwatch.com.
