The annual report of COI Communications, the governments in-house media planner and buyer, shows that the amount spent by government departments on DM grew 16% to 29.1m, although its overall income fell 2% to 258.4m.

The COIs other print-using department, publications and digital media, had the same income as last year at 29.2m. The overall spend on print last year was unchanged at around 11m.

COI Communications director of direct marketing Marc Michaels said direct techniques, including door drops, personalised print and electronic media, were playing an increasing role in communicating policy.

Print is a huge part of what we do, he said. It is rarely used on its own, but alongside other mediums. Its a matter of using the right media combination.

The DM department uses printers off the COIs roster, including firms specialising in digital, posters, and booklets, but also uses agencies and printers directly.

Michaels said because DM techniques could be monitored, they could play a key role in the process of building contact strategies with the targets of public policy which could include getting people to wear condoms or give up smoking.

It has been good for the DM industry and by extension it has been good for the print industry, he said.

There were no targets for 2004s print spend and COI would continue to use the most cost-effective media, he added.

COI income by activity 2002-2003
ActivityAmount% Change
Advertising160.6m-1
Direct Marketing29.1m16
Events6.35m-30
Films & Television2.7m64
Publications & Digital Media29.2mUnchanged
Radio415,00015

Story by John Davies