For the record…

DM sales up 7%: StudyDirect marketing sales in Canada are up.According to the just released Canadian Direct Marketing Association Annual Fact Book, Canadians bought $8.48 billion worth of goods and services in 1992, up 7% from the $7.8 billion they spent...

DM sales up 7%: Study

Direct marketing sales in Canada are up.

According to the just released Canadian Direct Marketing Association Annual Fact Book, Canadians bought $8.48 billion worth of goods and services in 1992, up 7% from the $7.8 billion they spent in 1991.

The Annual Fact Book, now in its second year, has more than 200 pages of charts, statistics, surveys and research data on direct marketing in Canada.

Also, this year’s edition has new sections on telemarketing, the environment and direct response tv.

Included, too, is new information on list use, changing consumer responses to direct mail, the catalogue industry and charities.

The Annual Fact Book is available from the cdma. It costs association members $95, and non-members $195.

CDMA nods to ADADs abuse

Still with the Canadian Direct Marketing Association, the association has announced its support for the crtc’s efforts to solve problems arising from the misuse of automatic dialling-announcing devices (adads).

This relatively new technology has been responsible for a sharp increase in consumer complaints about telemarketing.

In two recent submissions to the crtc, the cdma welcomed the elimination of adads abuse while pointing out that the technology has several legitimate applications in areas in which a business relationship already exists between caller and client.

Hugh Dow to ABC board

The Audit Bureau of Circulations, in Schaumberg, Ill. has named Hugh Dow of Toronto’s Initiative Media chairman of its board of directors.

The two-year term was effective Nov. 12.

Dow began his media career in England with Television Audience Measurement, later moving to Leo Burnett Advertising.

Dow came to Canada in 1967 to work for McKim Advertising. He joined MacLaren Advertising two years later and has remained there ever since. Initiative Media is a division of MacLaren:Lintas Dow formed in 1990.

Holiday digest insert

Building on the success of his Car Buyers Literature Guide distributed in the Sept. 30 Globe and Mail, Robin Bowyer has a new insert on holidays planned for February.

Called The Holiday Literature Digest, the insert will be carried in more than 200,000 Ontario copies of the Globe Feb. 17.

Bowyer, director of magazine publishing at Bowyer Publishing House in Richmond Hill, Ont., says his car literature digest has drawn more than 8,000 responses.

The holiday digest will display the front covers of tour operators` brochures, which people can request via a reader service card bound into each digest.

One literature display costs $2,900. Six cost $2,650 each.

Canada Post aims at accuracy

Canada Post is gunning for companies that do not reach the standards of its Address Accuracy Program.

Canada Post offers financial incentives to large-volume mailers, and for several years it has wanted its large-volume customers to meet or better 95% address accuracy, something many of them have done.

However, beginning Jan. 1, the incentives will be reduced for those with mailing lists that fall below 80% accuracy. Standards for mailers receiving full incentives will be gradually raised to a level of 95% accuracy by Jan. 1, 1997.