2011 U.S. Direct Mail Advertising Industry-Jobs & Wages Report by BarnesReports

VIEWS: 20 PAGES: 114

More Info
									BReports
     ARNES
Direct Mail Advertising
Industry (NAICS 54186)


           n Market Reports

           n Industry Trends

           n Demographic Data




   2011 Jobs & Wages series
                    © C. Barnes & Co.
                       Direct Mail Advertising Industry
                                (NAICS 54186)


                                           TABLE OF CONTENTS
               Users' Guide
               Industry Definition and Related Industries
               Industry Establishments, Sales & Employment Trends
               Industry Ratios
               Establishments Firms & Payroll
               Establishments,
               Percentiles of Job Titles - Hourly & Annual Wages
               5-Year Trends of Job Titles - Hourly & Annual Wages
               5-Year Trends of Payroll & Fringe Benefits
               Industry Job Titles:
                         Management occupations - major Group
                         Chief executives - sub Group
                         General and operations managers - sub Group
                         Advertising and promotions managers - sub Group
                         Marketing managers - sub Group
                         Sales managers - sub Group
                         Public relations managers - sub Group
                         Business and financial operations occupations - major Group
                         Purchasing agents, except wholesale, retail - sub Group
                         Business operations specialists, all other - sub Group
                         Accountants and auditors - sub Group
                         Computer and mathematical science occupations - major Group
                         Computer programmers - sub Group
                         Life, physical, and social science occupations - major Group
                         Market research analysts - sub Group
                         Arts, design, entertainment, sports, and media - major Group
                         Art directors - sub Group
                         Multi-media artists and animators - sub Group  p
                         Graphic designers - sub Group
                         Merchandise displayers and window trimmers - sub Group
                         Producers and directors - sub Group
                         Public relations specialists - sub Group
                         Editors - sub Group
                         Writers and authors - sub Group
                         Sales and related occupations - major Group
                         First-line        i   /            f       t il l      k      b Group
                         Fi t li supervisors/managers of non-retail sales workers - sub G
                         Advertising sales agents - sub Group
                         Sales representatives, services, all other - sub Group
                         Sales representatives, wholesale/mfg, except technical - sub Group
                         Demonstrators and product promoters - sub Group
                         Telemarketers - sub Group
                         Office and administrative support occupations - major Group
                         First-line supervisors/managers of admin workers - sub Group
                         First line
                         Billing and posting clerks and machine operators - sub Group
                         Bookkeeping, accounting, and auditing clerks - sub Group


© 2011 Barnes Reports: U.S. Direct Mail Advertising Industry-Jobs Wages
                       Direct Mail Advertising Industry
                                (NAICS 54186)


                                           TABLE OF CONTENTS
               Industry Job Titles:
                         Customer service representatives - sub Group
                         Receptionists and information clerks - sub Group
                         Production, planning, and expediting clerks - sub Group
                         Shipping, receiving
                         Shipping receiving, and traffic clerks - sub Group
                         Stock clerks and order fillers - sub Group
                         Executive secretaries and administrative assistants - sub Group
                         Secretaries, except legal, medical, and executive - sub Group
                         Mail clerks and mail machine operators, except postal - sub Group
                         Office clerks, general - sub Group
                         Construction and extraction occupations - major Group
                         Installation, maintenance, and repair occupations - major Group
                         Production occupations - major Group
                         Printing machine operators - sub Group

               Appendix




© 2011 Barnes Reports: U.S. Direct Mail Advertising Industry-Jobs Wages
                        Direct Mail Advertising Industry
                                 (NAICS 54186)

                                                    USERS
                                                    USERS' GUIDE
The Barnes Reports are the leading publications on U.S. industries and estimates and forecasts
on sales and employment demographics. As a way of making the most of this information, we have
included a few suggestions and tips to aid you in processing and using this information.

Managers, planners, and market researchers use this information for a variety of activities:
  •   Sizing markets and segments – You can estimate the size of the regional markets you sell in
              and your company’s market penetration into that market. You can do the same with the market
              segments in which you participate.
  •   Sales territory potential – You can estimate your market penetration and also the market potential
              in any regional area or market segment.
  •   Sales forecasting – With the estimates on the size of the industry, market researchers supporting
              a sales force can then estimate and forecast the future size of the industry.
  •   Advertising strategies – You can use this information for forecasting and estimating sales potential
              and target advertising campaigns.
  •   Competitive analysis – You will use the information to locate your possible competitors (if it is
              not already known), to estimate their size, growth and strengths and weaknesses and to see what
              market segments in which they participate.

We recognize that many managers today are asked to provide detailed analysis of their markets,
sales territories, distribution channels, and product placements. We have organized these reports in a
                                                                       accomplish.
logical format making your market analysis and research tasks easy to accomplish




Copyright © 2010 By C. Barnes & Co.
Printed in
P i t d i USA

All rights reserved. This publication may not be reproduced, stored in any information or retrieval system
or transmitted in whole or in part, in any form or by any means - electronic, mechanical, photocopying,
recording or otherwise - without the express written permission of C. Barnes & Co.

Note: Every effort has been made to verify and ensure the accuracy of the information within this
publication However, if any errors exist in this publication C. Barnes & Co disclaims any liability for
publication. However                                         C            Co.
any loss or damage to any party as a result of the information or errors in this publication.




© 2011 Barnes Reports: U.S. Direct Mail Advertising Industry-Jobs Wages
                       Direct Mail Advertising Industry
                                (NAICS 54186)

Industry Definition and Related Industries

NAICS 54186: Direct Mail Advertising . This industry comprises
establishments primarily engaged in (1) creating and designing
advertising campaigns for the purpose of distributing advertising
materials (e.g., coupons, flyers, samples) or specialties (e.g., key
chains, magnets, pens with customized messages imprinted) by
mail or other direct distribution; and/or (2) preparing advertising materials
or specialties for mailing or other direct distribution. These establishments
may also compile, maintain, sell, and rent mailing lists.

Related I d t i
R l t d Industries
          Direct Mail Printing
          Commercial Printing
          Advertising Agencies
          Mailing Houses

U.S. Census Categories
NAICS 54186 – Direct Mail Advertising is 85% comparable to
SIC 7331 – Direct Mail Advertising

Sub-Industries
Direct mail advertising services
Addressing service
Addressographing service
Mailing list compilers
Mailing service
      g
Mailing list management
Mailing list brokers




© 2011 Barnes Reports: U.S. Direct Mail Advertising Industry-Jobs Wages
                              Direct Mail Advertising Industry
                                       (NAICS 54186)

         Establishments,
Industry Establishments Sales & Employment Trends

                                                          Year                                  Percent Chg. Year-to-Year
                                  2008        2009        2010         2011        2012        08-09 09-10 10-11 11-12
Establishments                       3,443        3,285       3,327       3,294        3,416       -4.6%        1.3%       -1.0%    3.7%
Sales ($Millions)                    8,885        8,021       8,308       8,315        8,969       -9.7%        3.6%        0.1%    7.9%
Employment                          73,379      70,046       70,892      70,241      72,827        -4.5%        1.2%       -0.9%    3.7%




Industry Ratios

                                                          Year                                            g
                                                                                                Percent Chg. Year-to-Year
(Industry Averages)               2008        2009        2010         2011        2012        08-09 09-10 10-11 11-12
Sales ($M)/Estab.                      2.58        2.44        2.50         2.52        2.63       -5.4%        2.3%        1.1%    4.0%
Sales ($)/Emp.                     121,080     114,517      117,195     118,381     123,161        -5.4%        2.3%        1.0%    4.0%
Emps. per Estab.                       21.3        21.3        21.3         21.3        21.3       0.1%        -0.1%        0.0%    0.0%




Establishments, Firms & Payroll

                                    Employee Size of Firm or Establishment
           2010                   1-4          5-9        10-19       20-99 100-499 500+                         Total
                                 Emps.        Emps.       Emps.       Emps. Emps. Emps.
Firms                                 1,537         440         433         465           88          62                    3,026
                                                                                                                            3 026
Establishments                        1,641         514         432         545          128          13                    3,326
Payroll ($Millions)                    125          114         237         715          504       1,155                    2,850


* Firms (total company) are represented by employee size of firm.
 Establishments (individual locations) are represented by employee size of establishments.
 "Total establishments" do not include "unknown employees" so will not match "total establishments" in other parts of the report.




© 2011 Barnes Reports: U.S. Direct Mail Advertising Industry-Jobs Wages
                              Direct Mail Advertising Industry
                                       (NAICS 54186)

                    Percentiles of Job Titles - Hourly & Annual Wages
                                     Summary Table

                                2011 Hourly Wage ($)                                   2011 Annual Wage ($)                       Total
Area Name 10 per- 25 per- Median 75 per- 90 per- 10 per- 25 per- Median 75 per- 90 per- Employ-
                    centile     centile             centile     centile     centile    centile              centile    centile    ees
U.S. Total              23.26       33.32   48.76       79.81     128.71      48,372     48,372   101,412    165,944    267,615         70,241
Management
occupations             23.26       33.32   48.76       79.81     128.71      48,372     48,372   101,412    165,944    267,615           6,996

Chief executives        28.88       44.27   67.02     109.70      176.91      60,020     60,020   139,398    228,103    367,858            343
General and
operations
managers                23.55       34.19   52.33       85.66     138.15      48,989     48,989   108,861    178,134    287,274           2,002

Advertising and
promotions
managers                19.98       29.09   43.07       64.08     103.34      41,556     41,556    89,590    133,295    214,962           1,428
Marketing
managers                23.47       34.52   49.47       66.29     106.91      48,819     48,819   102,892    137,872    222,344            519

Sales managers          25.82       35.41   52.33       85.66     138.14      53,712     53,712   108,843    178,105    287,226            550

Public relations
managers                21.78       30.94   44.07       72.13     116.33      45,312     45,312    91,662    149,990    241,885            839
Business and
financial
operations
occupations             14.40       18.46   24.46       33.07       45.42     29,946     29,946    50,887     68,793     94,477           3,743

Purchasing
agents, except
wholesale, retail       14.34       17.00   22.28       29.38       37.32     29,826     29,826    46,345     61,097     77,616            691
Business
operations
specialists, all
other                   14.00       18.37   24.73       34.21       50.74     29,122     29,122    51,435     71,155    105,558            859
Accountants and
auditors                15.63       19.25   24.07       31.51       40.92     32,492     32,492    50,053     65,532     85,103           1,091
Computer and
mathematical
science
occupations             14.98       19.64   27.05       35.25       44.14     31,171     31,171    56,269     73,321     91,837           2,176
Computer
programmers             15.90       20.25   27.31       35.78       45.23     33,062     33,062    56,811     74,402     94,068            531




© 2011 Barnes Reports: U.S. Direct Mail Advertising Industry-Jobs Wages
                             Direct Mail Advertising Industry
                                      (NAICS 54186)

                   Percentiles of Job Titles - Hourly & Annual Wages
                                    Summary Table

                               2011 Hourly Wage ($)                                   2011 Annual Wage ($)                      Total
Area Name 10 per- 25 per- Median 75 per- 90 per- 10 per- 25 per- Median 75 per- 90 per- Employ-
                   centile     centile             centile     centile     centile    centile             centile    centile    ees
Life, physical,
and social
science
occupations            13.89       18.39   25.15       34.04       43.94     28,890     28,890   52,311     70,818     91,398           1,245

Market research
analysts               14.22       18.86   25.73       34.93       45.05     29,566     29,566   53,526     72,665     93,726           1,225
Arts, design,
entertainment,
sports, and
media                  12.38       16.74   23.76       35.75       51.12     25,749     25,749   4
								
To top