Cheap flyers 'are an attractive marketing option'

Direct mail - such as cheap flyers - offers firms benefits such as measurability, according to one expert.

Companies may wish to increase their investment in direct mail materials such as cheap flyers, if recent comments are anything to go by.

Chris Combemale, executive director of the Direct Marketing Association, said there is a great deal of evidence to suggest firms that continue to invest in marketing during a recession emerge from the period of austerity in a stronger position than their competitors.

"For companies keeping a close rein on their budgets, direct marketing is an extremely attractive approach because of its measurability and accountability," he continued.

Mr Combemale stated the industry is in good health and continues to grow, increasing the number of people it employs.

He added digital channels in particular have seen strong expansion over the last few years.

The specialist's comments come after eMarketer forecast total newspaper spending - including advertising in print and online editions - will fall to $25.7 billion (£16.7 billion) in 2010, representing a decline of 6.6 per cent.