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IHS SALES LEAD STUDY SHOWS FEW IMPROVEMENTS IN THIRD QUARTER

 IHS SALES LEAD STUDY SHOWS FEW IMPROVEMENTS IN THIRD QUARTER
 SAN FERNANDO, Calif., Dec. 11 /PRNewswire/ -- Inquiry Handling Service Inc. (IHS) today released third quarter results from their tracking study involving more than 300,000 sales leads from 200 companies. The on-going IHS Inquiry Performance Survey shows continuing and significant variation in lead production from various communications media, when comparing the period from July 1 to Sept. 30, 1991 to the same three months of 1990.
 The results of the survey (see table) showed that the ratio of leads optained from the Unattributed category, 64 percent of which are publisher's Bonus inquiries, rose significantly. The only other category to show a relative increase during the period was the use of the telephone.
 IHS Vice President of Sales and Marketing Jim Orbermayer said, "The strong showing turned in by Bonus inquiries during the third quarter affected the relative performance of all other categories. If publishers continue to offer bonus leads, we will probably continue to see a decline in lead generation from more traditional areas as a percentage of the whole."
 For example, Obermayer indicated the Direct Mail category declined from 2.27 percent of the sales leads processed by IHS in the third quarter of 1990 to 1.63 percent of leads processed during the same period in 1991. Similarly, leads from Public Relations appeared to exhibit some shrinkage from year to year.
 "We believe that much of these declines resulted from a skewing of the statistics by the large increase in publisher's bonus leads," he noted.
 IHS feels that intelligence provided by its Inquiry Performance Survey gives business marketers an indication of relative response levels for various inquiry producing source types. IHS has no knowledge of the dollars expended in each category by clients, and consequently cannot ascertain whether relative changes of leads in any category are due to increases or decreases in client spending.
 IHS does consider the survey data to be directionally representative of most sales lead generating programs. The data compares quarterly sales lead generating performance trends from eight source types: Advertising, Public Relations, Trade Shows, 800 Number Toll-Free Calls, Toll Calls, Post Card Decks, Direct Mail and Unattributed.
 A comparatively high proportion of IHS clients are high-tech companies, typically known for their aggressive and sophisticated communication and lead-generation programs. These companies regard the speed and accountability of inquiries generated from marketing communications sources as a competitive weapon in the battle to increase market share.
 For more information on the IHS Inquiry Performance Survey, contact Jim Obermayer at Inquiry Handling Service Inc., 200 Parkside Drive, San Fernando, CA 91340-3092, 818-365-8131.
 Founded in 1966, IHS is a leading supplier of sales lead management information and services including lead referral to distribution channels, computerized lead tracking to measure advertising effectiveness, prospect qualification, rapid literature fulfillment, 800 number services, outbound telemarketing and direct mail services.
 INQUIRIES BY SOURCE TYPE
 Third Quarter Data Only
 (Figures in percent)
 Communications Percent change
 Medium Q391 Q390 Q391vsQ390
 Advertising 35.12 35.70 -1.62
 Public relations 21.90 24.92 -12.10
 Unattributed(a) 12.37 6.79 +82.10
 Trade shows 11.40 12.39 -7.90
 800 number calls 7.68 8.40 -6.40
 Phone (toll calls) 5.52 5.01 +10.10
 Post card decks 4.00 4.47 -10.50
 Direct mail 1.63 2.27 -28.19
 Totals 100 100 100
 Source: Inquiry Handling Service Inc., San Fernando, Calif.
 -0- 12/11/91
 /CONTACT: John Dillon of Speer, Young & Hollander, 213-487-2363, for Inquiry Handling Service Inc./ CO: Inquiry Handling Service Inc. ST: California IN: SU:


EH-CH -- LA001 -- 1457 12/11/91 12:13 EST
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Date:Dec 11, 1991
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