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Peterborough UK
23:16 on Friday
1 March 2002

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Direct marketing company expand despite Internet

A Peterborough company employing 30 people has welcomed evidence that increasing use of e-mail and the internet has not reduced the amount of material being sent through the mail.

Mailtech - based in Fengate, Peterborough - provides a wide range of direct mail services, ranging from maintaining computer records of names and addresses through to printing and mailing letters, brochures and other material.

Mailtech director Andrew Whittaker said: "There was initially a concern that the internet could have a negative effect on our business. In fact, the reverse seems to be the case."

The Direct Marketing Association (DMA) has just published a census of the direct marketing industry in the UK. It shows that there is increasing use of new media such as websites and e-mail - this is now the fourth most popular form of direct marketing.

However, this rise in internet and e-mail promotion has not slowed the continuing growth in direct mail. The DMA census estimates expenditure on this medium rose to almost 2,200 million in 2000 with more than 4.6 million items being mailed - up around 9 per cent since 1998.

Direct mail sent by businesses to their domestic customers was valued at almost four times the value of direct mail sent between businesses but both grew at about the same rate.

Overall, the DMA estimates that direct marketing expenditure in 2000 was around 10.1 billion - a 22 per cent increase on the figure in 1998.

Andrew Whittaker said: "The continuing growth of direct mail - and of direct marketing generally - is good news for Mailtech. It means we can continue to plan for growth with confidence.

"We have expanded our workforce by 20 per cent over the past twelve months and invested in new equipment. We plan to expand further during 2002."

August 2001




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