Flyers 'contribute to £205bn in UK business sales'

Businesses in the UK generate £205 billion in sales through the use of direct marketing materials.

Direct marketing materials such as flyers and printed booklets help UK businesses generate £205 billion every year, a new report has revealed.

The Direct Marketing Association's (DMA) latest Value of DM Report revealed ?102 billion is collected by the retail sector as a result of using such techniques, while the consumer financial services sector receives nearly £76 billion annually thanks to the items.

Chris Combermale, executive director of the DMA, said the findings indicate the medium "has been a consistently solid sales generator for businesses throughout all sectors", despite the "tremendous economic turmoil".

According to the statistics, companies in the UK invest £43.3 billion in direct marketing every year, with direct mail accounting for just over quarter (26 per cent) of marketing budget spending and 28 per cent being used on printed booklets such as catalogues.

The DMA, which was established in 1992 after the merger of a number of trade bodies, is the largest marketing and communications trade association in Europe.