Direct mail may be seeing a May/December effect: The two groups reporting the highest growth in readership are women between the ages of 18 and 34, and men age 50 to 64.

These two demographics stand out, but the overall trend is growth: In 2002, 73% of adults surveyed said they read direct mail, a figure expected to increase to 76% by next year, according to a Vertis Customer Focus study.

Two other groups increasingly receptive to direct mail are women with children under 18 who are in a

Direct mail may be seeing a May/December effect: The two groups reporting the highest growth in readership are women between the ages of 18 and 34, and men age 50 to 64.

These two demographics stand out, but the overall trend is growth: In 2002, 73% of adults surveyed said they read direct mail, a figure expected to increase to 76% by next year, according to a Vertis Customer Focus study.

Two other groups increasingly receptive to direct mail are women with children under 18 who are in a “convenience environment” and younger baby boomers approaching big life changes, according to Janice Mayo, Vertis' senior vice president of national sales and marketing.

What are they reading more of? Since 2001, solicitations from charities — aside from political fundraising — are being opened more often. Retail store and book and music club offerings are popular too, as consumers seek bargains.

Even mailings from Internet companies are rebounding from the oversaturation of the last few years.

“There has been an education in the marketplace,” said Mayo. “I have seen an industry trend of [the ISPs] getting smarter. The top services are starting to carve distinct niches. They're using a lot more targeting.”

There are a few industries not partaking in the boom. According to Vertis, readership of offerings from insurance, financial service and credit card, magazine and newspaper subscription departments and automotive marketers has actually declined.

Timing remains the most potent factor in whether a piece is read. But within the last few years, an interesting-looking package has become important, as has mailings touting a special offer or discount.