Highlights of 2007

Category Highlights

Reflecting a growing trend over the past several years, Services and Fundraising continue to represent the top two categories of mailers in Canada, now adding up to a surprising 58% of all total volume mailed in 2007 - an increase of 3% from 2006. As opposed to 2006, however, Business and Consumer Products decreased slightly in importance this year, while Subscriptions increased, picking up momentum as publishers increased their activity.

Seasonality Highlights

In 2007, September once again emerged as the top mailing month for direct marketers in Canada, with October a close second. Conversely, the month of July persisted as the least popular mailing month, as has been the case for several years running.

List Highlights

In 2007, once again, there was a slight increase in the number of postal lists available in the Canadian marketplace, showing that the direct mail list market in Canada is expanding somewhat, in a reversal of the trend evident from 2001 to 2005. Canadian list prices remained largely flat in 2007, with average cost-per-thousand (CPM) at $136 for lists priced in Canadian dollars - just a $1 decrease from 2006. Business lists, though, showed a healthy gain in value as compared to 2006, showing an average CPM of $182 for lists priced in Canadian dollars.