DIGITAL RANKED AS LARGEST DIRECT MAIL COMPUTER COMPANY
DIGITAL RANKED AS LARGEST DIRECT MAIL COMPUTER COMPANY MAYNARD, Mass., Aug. 6 /PRNewswire/ -- Digital Equipment Corporation (NYSE: DEC) is now the computer industry's largest direct mail vendor, according to the annual "Mail Order Top 250" ranking published in Direct Marketing magazine's July issue. Digital jumped from No. 39 to No. 16 in the "Mail Order Top 250,"
leapfrogging mail order giants such as L.L. Bean, Lands' End, and the American Automobile Association (AAA).
Digital's 1991 direct mail sales increased by more than 100 percent to $1 billion, according to statistics extracted from the 1991 Guide to Mail Order Sales, by Arnold Fishman, Direct Marketing magazine's director of research. IBM, with $900 million in mail order revenues, follows Digital as the second-largest computer vendor in direct mail, according to Direct Marketing magazine. IBM jumped to No. 21 in the "Mail Order 250," up from No. 43 last year. Other computer companies included in the "Mail Order 250" are Gateway 2000, No. 75; Compuadd, No. 80; Dell Computer Corp., No. 94; Northgate Computer, No. 105; Apple Computer, No. 113; Zeos International No. 139; MPK Computing, No. 169; Egghead Discount Software, No. 201; and Wang Laboratories and Unisys, tied at No. 224. "Direct Mail sales are increasing rapidly in the computer industry, much faster than other industries," said Mollie Neal, editor of Direct Marketing magazine? "In today's economy many corporations are looking at computers to help increase efficiencies and cut costs. On the other hand, computer companies are realizing the effectiveness in targeting customers and prospects through mail order," Neal said. "While competition is stiff from superstores, many business-to- business marketers are remaining competitive by offering timely delivery and sales support. In turn, mail order sales for computer companies are witnessing strong growth, a trend we expect to continue for some time," Neal said. "Direct Marketing magazine's statistics do not yet include the explosive growth Digital has enjoyed in mail order since January 1992, when we began selling PCs through our DESKTOP DIRECT catalog," said Jay H. Atlas, Digital's vice president of U.S. Channels. "Digital's growth in catalog sales reflects a long-term commitment to lower our cost of sales, be as responsive as possible to customer demand, and deliver the highest quality technical support. Considering our dramatic growth in PC catalog sales this year, Digital is very likely to be ranked even higher in next year's "Mail Order 250," Atlas said. Market research firm Computer Intelligence currently ranks Digital as the computer industry's fastest-growing PC vendor. Digital's rapid growth in the PC market began in January with the publication of its first DESKTOP DIRECT catalog. Digital has been involved in catalog sales for more than 16 years. The company's DECdirect catalog sells a broad range of products and services, including PCs, workstations, minicomputers, software, supplies and services. The Guide to Mail Order Sales is considered by many to be the market planning "bible" for direct marketers. This 700-page, two-volume, 11th annual edition contains data on 30 U.S. market segments and 17 countries. It is available for $525 from Hoke Communications, Inc. of Garden City, N.Y. Direct Marketing magazine, also published by Hoke Communications, is the leading trade publication focusing on direct response advertising and database marketing. Digital Equipment Corporation, headquartered in Maynard, is the leading worldwide supplier of networked computer systems, software and services. Digital pioneered and leads the industry in interactive, distributed and multivendor computing. Digital and its partners deliver the power to use the best integrated solutions - from desktop to data center - in open information environments. DESKTOP DIRECT and DECdirect are trademarks of Digital Equipment Corporation. -0- 8/6/92 /CONTACT: Bob Schneider of Digital, 508-480-4620; or Mollie Neal, editor, Direct Marketing magazine, 516-746-6700/ (DEC) CO: Digital Equipment Corporation ST: Massachusetts IN: CPR SU:
CN -- NE006 -- 7577 08/06/92 11:55 EDT
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|Date:||Aug 6, 1992|
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