'Brighter times ahead' for folded leaflet printers?

The future looks positive for direct mail - such as folded leaflet printing - it has been suggested.

Folded leaflet printers should feel positive about the future of direct mail, it has been suggested.

Russell Parsons stated in an article for Marketing Week there has been a surge of optimism in the sector following recent comments from Sir Martin Sorrell, chief executive of marketing services firm WPP.

The company reported strong revenue growth for the third quarter of this year, with Sir Sorrell noting traditional promotion methods have made a comeback in 2010, as it helps to build brands.

Mr Parsons stated those who work in direct marketing "should be buoyed by [this] conclusion".

He advised marketers to take the argument that direct mail builds brands "to those that control the purse strings", adding if the recent positive performances of other marketing services operators such as Publicis are "an indication of the buoyancy of the industry we all have a stake in, then brighter times lie ahead".

The writer also noted recently direct mail products have been prioritised by private firms during the recession.