Appendix A4: Direct Mail Advertising
Table A4-1 |
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Type of Ad Mail |
Under $7K |
$7K - $9.9K |
$10K - $14.9K |
$15K - $19.9K |
|||||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising alone |
0.3 |
0.3 |
0.2 |
0.5 |
0.4 |
0.3 |
0.7 |
0.7 |
0.5 |
0.7 |
0.5 |
0.6 |
|
Business invitation/announcements |
0.1 |
0.1 |
0.1 |
0.1 |
0.2 |
0.1 |
0.1 |
0.2 |
0.2 |
0.2 |
0.2 |
0.2 |
|
Stuffers (Advertising Enclosed) |
0.4 |
0.7 |
0.6 |
0.6 |
0.9 |
0.8 |
0.8 |
1.5 |
1.2 |
0.9 |
1.4 |
1.4 |
|
Total First-Class 2 |
0.8 |
1.1 |
0.9 |
1.2 |
1.5 |
1.2 |
1.6 |
2.4 |
1.9 |
1.8 |
2.1 |
2.2 |
|
Standard Mail: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
3.8 |
3.1 |
3.5 |
5.2 |
5.4 |
4.2 |
5.8 |
5.3 |
5.4 |
6.4 |
5.6 |
5.4 |
|
Nonprofit |
0.9 |
0.3 |
0.7 |
1.5 |
1.5 |
0.9 |
1.5 |
1.1 |
1.3 |
1.9 |
1.6 |
1.4 |
|
Total Standard Mail |
4.7 |
3.4 |
4.3 |
6.7 |
6.9 |
5.1 |
7.3 |
6.3 |
6.7 |
8.3 |
7.2 |
6.7 |
|
Total Advertising 2 |
5.5 |
4.4 |
5.2 |
7.9 |
8.4 |
6.3 |
8.9 |
8.7 |
8.6 |
10.1 |
9.3 |
8.9 |
|
Type of Ad Mail |
$20K - $24.9K |
$25K - $29.9K |
$30K - $34.9K |
$35K - $49.9K |
|||||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising alone |
0.6 |
0.7 |
0.6 |
0.8 |
0.8 |
0.7 |
1.0 |
0.8 |
0.7 |
1.1 |
1.0 |
0.8 |
|
Business invitation/announcements |
0.2 |
0.2 |
0.2 |
0.2 |
0.3 |
0.2 |
0.4 |
0.3 |
0.2 |
0.4 |
0.2 |
0.3 |
|
Stuffers (Advertising Enclosed) |
1.1 |
1.5 |
1.4 |
1.2 |
1.8 |
1.8 |
1.4 |
1.8 |
1.8 |
1.7 |
2.3 |
1.8 |
|
Total First-Class 2 |
1.9 |
2.3 |
2.2 |
2.2 |
2.8 |
2.7 |
2.8 |
2.8 |
2.7 |
3.2 |
3.5 |
3.0 |
|
Standard Mail: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
6.6 |
7.0 |
6.6 |
7.9 |
7.2 |
7.2 |
8.7 |
7.2 |
7.2 |
9.5 |
7.9 |
8.1 |
|
Nonprofit |
1.7 |
2.1 |
1.7 |
1.9 |
1.5 |
1.6 |
2.3 |
1.5 |
1.6 |
2.5 |
1.8 |
1.6 |
|
Total Standard Mail |
8.3 |
9.1 |
8.2 |
9.8 |
8.7 |
8.7 |
11.0 |
8.7 |
8.7 |
12.0 |
9.7 |
9.7 |
|
Total Advertising 2 |
10.2 |
11.4 |
10.5 |
12.0 |
11.5 |
11.4 |
13.8 |
11.5 |
11.4 |
15.2 |
13.1 |
12.7 |
|
Type of Ad Mail |
$50K - $64.9K |
$65K - $79.9K |
$80K - $99.9K |
$100K - Over |
|||||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising alone |
1.5 |
1.0 |
1.2 |
2.1 |
1.2 |
1.1 |
2.4 |
1.3 |
1.4 |
2.4 |
1.7 |
1.5 |
|
Business invitation/announcements |
0.4 |
0.3 |
0.3 |
0.4 |
0.3 |
0.3 |
0.6 |
0.4 |
0.4 |
0.7 |
0.5 |
0.5 |
|
Stuffers (Advertising Enclosed) |
1.9 |
2.3 |
2.3 |
2.0 |
2.7 |
2.4 |
2.3 |
2.8 |
2.8 |
2.6 |
3.4 |
2.9 |
|
Total First-Class 2 |
3.8 |
3.7 |
3.7 |
4.5 |
4.2 |
3.8 |
5.3 |
4.5 |
4.5 |
5.7 |
5.5 |
4.9 |
|
Standard Mail (A): |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
10.9 |
9.5 |
9.7 |
14.8 |
10.3 |
10.9 |
14.7 |
11.6 |
11.9 |
15.3 |
13.8 |
14.4 |
|
Nonprofit |
2.7 |
2.0 |
1.9 |
3.5 |
2.2 |
2.2 |
4.2 |
2.1 |
2.3 |
4.8 |
2.8 |
2.9 |
|
Total Standard Mail |
13.6 |
11.6 |
11.6 |
18.3 |
12.5 |
13.2 |
18.9 |
13.7 |
14.1 |
20.1 |
16.6 |
17.3 |
|
Total Advertising 2 |
17.4 |
15.2 |
15.4 |
22.8 |
16.6 |
16.9 |
24.2 |
18.2 |
18.7 |
25.8 |
22.1 |
22.2 |
|
1 Includes First-Class advertising only, First-Class advertising enclosed, business invitations/announcements, and Standard Mail non-package mail. |
|||||||||||||
2 Total First-Class and total advertising are over-reported because some stuffers are counted twice. |
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Note: 2009/2010 Estimates for Income Levels $25K-$29.9K are identical to those in $30K-$34.9K since categories used to collect data only included $25K-$34.9K. |
|||||||||||||
Note: Totals may not sum to 100 due to rounding. |
|
|
|
|
|
|
|
|
|
|
Table A4-3 |
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Type of Ad Mail |
< 8th Grade |
Some High School |
High School |
Some College |
|||||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising alone |
0.5 |
0.6 |
0.6 |
0.7 |
0.9 |
0.7 |
0.7 |
1.0 |
1.0 |
0.9 |
1.0 |
1.0 |
|
Business invitation/ announcements |
0.1 |
0.4 |
0.1 |
0.1 |
0.2 |
0.2 |
0.2 |
0.3 |
0.2 |
0.3 |
0.3 |
0.3 |
|
Stuffers (Advertising Enclosed) |
0.5 |
1.4 |
1.3 |
0.7 |
1.7 |
1.5 |
1.0 |
2.2 |
2.0 |
1.3 |
2.3 |
2.2 |
|
Total First-Class 2 |
1.1 |
2.3 |
1.9 |
1.5 |
2.8 |
2.4 |
1.9 |
3.5 |
3.2 |
2.5 |
3.6 |
3.5 |
|
Standard Mail: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
5.0 |
5.2 |
6.5 |
5.6 |
6.3 |
6.3 |
7.0 |
8.7 |
8.6 |
7.9 |
9.4 |
9.2 |
|
Nonprofit |
1.2 |
1.3 |
1.3 |
1.5 |
1.2 |
1.0 |
1.6 |
1.8 |
1.7 |
2.2 |
2.0 |
1.9 |
|
Total Standard Mail |
6.2 |
6.5 |
7.8 |
7.1 |
7.5 |
7.2 |
8.6 |
10.4 |
10.4 |
9.9 |
11.3 |
11.0 |
|
Total Advertising 2 |
7.3 |
8.9 |
9.7 |
8.6 |
10.3 |
9.6 |
10.5 |
14.0 |
13.5 |
12.4 |
14.9 |
14.5 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Type of Ad Mail |
Tech School |
College |
Post Graduate |
|
|
|
|||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
|
|
|
||
First-Class: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Advertising alone |
0.9 |
1.1 |
1.0 |
1.2 |
1.3 |
1.2 |
1.5 |
1.4 |
1.3 |
|
|
|
|
Business invitation/announcements |
0.3 |
0.4 |
0.4 |
0.4 |
0.3 |
0.3 |
0.6 |
0.5 |
0.4 |
|
|
|
|
Stuffers (Advertising Enclosed) |
1.1 |
2.5 |
1.9 |
1.6 |
2.7 |
2.4 |
2.1 |
3.0 |
2.7 |
|
|
|
|
Total First-Class 2 |
2.3 |
4.0 |
3.2 |
3.2 |
4.4 |
3.9 |
4.2 |
4.9 |
4.5 |
|
|
|
|
Standard Mail: |
|
|
|
|
|
|
|
|
|
|
|
|
|
Commercial |
7.8 |
9.7 |
9.5 |
9.9 |
11.2 |
11.3 |
11.8 |
12.8 |
12.6 |
|
|
|
|
Nonprofit |
1.9 |
2.0 |
1.6 |
2.6 |
2.3 |
2.3 |
2.1 |
3.3 |
3.2 |
|
|
|
|
Total Standard Mail |
9.7 |
11.7 |
11.1 |
12.6 |
13.5 |
13.6 |
16.3 |
16.2 |
15.9 |
|
|
|
|
Total Advertising 2 |
12.0 |
15.7 |
14.3 |
15.8 |
17.9 |
17.4 |
20.5 |
21.0 |
20.3 |
|
|
|
|
1 Includes First-Class advertising only, First-Class advertising enclosed, business invitations/announcements, and Standard Mail non-package mail. |
|
||||||||||||
2 Total First-Class and total advertising are over-reported because some stuffers are counted twice. |
|
|
|
|
|
|
|||||||
Note: Totals may not sum to 100 due to rounding. |
|
|
|
|
|
|
|
|
|
|
Table A4-4 |
||||||||||
Treatment |
Actual Standard Mail Pieces |
|||||||||
0 - 7 |
8 - 10 |
11 - 12 |
||||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
||
Usually read |
23.9 |
21.2 |
22.0 |
19.4 |
14.1 |
15.7 |
20.0 |
11.8 |
14.8 |
|
Usually scan |
39.6 |
29.6 |
24.3 |
40.4 |
32.0 |
29.7 |
42.6 |
33.5 |
27.0 |
|
Read some |
26.4 |
30.1 |
35.0 |
30.4 |
36.3 |
38.2 |
30.0 |
37.5 |
38.1 |
|
Usually don't read |
9.8 |
19.0 |
18.4 |
9.6 |
17.5 |
16.4 |
7.4 |
17.2 |
20.0 |
|
Don't Know/No Answer |
0.3 |
0.0 |
0.4 |
0.2 |
0.1 |
0.0 |
0.0 |
0.0 |
0.2 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
|
|
|
|
|
|
|
|
|
|
|
Treatment |
Actual Standard Mail Pieces |
|||||||||
13 - 15 |
16 - 17 |
18+ |
||||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
||
Usually read |
16.0 |
11.8 |
13.8 |
12.9 |
9.0 |
10.9 |
11.5 |
9.1 |
12.6 |
|
Usually scan |
46.3 |
31.0 |
29.1 |
42.6 |
28.9 |
33.2 |
41.3 |
27.6 |
29.1 |
|
Read Some |
28.5 |
39.7 |
41.2 |
34.8 |
41.2 |
39.5 |
39.1 |
41.4 |
40.9 |
|
Usually don't read |
9.2 |
17.4 |
15.9 |
9.2 |
20.9 |
16.4 |
7.9 |
21.9 |
17.4 |
|
Don't Know/No Answer |
0.0 |
0.0 |
0.0 |
0.5 |
0.0 |
0.0 |
0.2 |
0.1 |
0.1 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
Note: Totals may not sum to 100 due to rounding. |
|
|
|
|
|
|
|
Table A4-5 |
||||||||||
Intended Response |
First-Class 1 |
Standard Mail 2 |
Standard Mail Nonprofit 2 |
|||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
||
Will respond |
11.1 |
9.1 |
10.4 |
14.6 |
12.3 |
13.6 |
17.9 |
14.0 |
14.3 |
|
May respond |
10.3 |
49.0 |
46.7 |
20.0 |
62.4 |
57.8 |
16.4 |
61.6 |
57.4 |
|
Won't respond |
58.4 |
11.1 |
14.4 |
58.6 |
16.6 |
21.0 |
55.1 |
16.6 |
23.6 |
|
Don't know/No answer |
19.8 |
30.8 |
28.6 |
6.9 |
8.7 |
7.6 |
10.4 |
7.9 |
4.7 |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
1 Estimates for 1987 include both advertising only and advertising enclosed mail. Estimates for 2009/2010 include advertising only. |
|
|||||||||
2 Standard Mail and Nonprofit Standard Mail include request for donations. |
|
|
|
|
|
|||||
Note: Totals may not sum to 100 due to rounding. |
|
|
|
|
|
|
|
Table A4-10 |
|||||||||||||
Treatment |
< 8th Grade |
Some High School |
High School |
Some College |
|||||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
||
Usually read |
29.2 |
34.2 |
43.3 |
24.6 |
28.9 |
29.5 |
23.5 |
20.1 |
25.4 |
17.6 |
14.7 |
16.0 |
|
Usually scan |
37.0 |
22.7 |
16.9 |
33.0 |
22.0 |
20.7 |
42.4 |
28.7 |
26.5 |
39.9 |
30.0 |
28.2 |
|
Read some |
22.0 |
27.0 |
23.2 |
27.8 |
29.8 |
31.8 |
26.2 |
32.9 |
31.8 |
30.8 |
35.7 |
39.0 |
|
Usually don't read |
9.0 |
15.6 |
16.6 |
11.8 |
18.7 |
17.8 |
7.0 |
18.1 |
16.2 |
10.8 |
19.3 |
16.5 |
|
Don't know/No answer |
0.7 |
0.5 |
0.0 |
0.0 |
0.5 |
0.2 |
0.1 |
0.2 |
0.1 |
0.3 |
0.3 |
0.3 |
|
Received no advertising |
2.1 |
N/A |
N/A |
2.8 |
N/A |
N/A |
0.8 |
N/A |
N/A |
0.6 |
N/A |
N/A |
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Treatment |
Tech School |
College |
Post Graduate |
|
|
|
|||||||
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
1987 |
2009 |
2010 |
|
|
|
||
Usually read |
18.5 |
14.7 |
15.1 |
12.2 |
9.6 |
10.6 |
8.9 |
5.4 |
7.9 |
|
|
|
|
Usually scan |
39.9 |
28.3 |
30.6 |
43.5 |
29.9 |
28.9 |
41.9 |
29.1 |
28.4 |
|
|
|
|
Read some |
31.6 |
37.8 |
37.0 |
34.6 |
36.3 |
38.8 |
28.3 |
38.3 |
37.2 |
|
|
|
|
Usually don't read |
8.9 |
18.9 |
17.2 |
9.1 |
23.9 |
21.4 |
10.5 |
27.0 |
26.5 |
|
|
|
|
Don't know/No answer |
0.1 |
0.3 |
0.0 |
0.3 |
0.3 |
0.3 |
0.0 |
0.2 |
0.0 |
|
|
|
|
Received no advertising |
1.0 |
N/A |
N/A |
0.3 |
N/A |
N/A |
10.4 |
N/A |
N/A |
|
|
|
|
Total |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
100.0 |
|
|
|
|
Note: Totals may not sum to 100 due to rounding. |
|
|
|
|
|
|
|
|
|