Spending on direct marketing in the Republic is expected to increase by 50 per cent over the next four years, a study for the Irish Direct Marketing Association forecasts.

The study by Amarach Consulting concluded that spending is expected to increase from €214.4 million (£168.85 million) last year to €319 million in 2004. The average Irish person receives 26 pieces of addressed direct mail per year, which is manageable compared to the 650 pieces Chicago residents have to wade through.

A large proportion of the Irish mail comes from companies or institutions that already have relations with the addressee, particularly financial institutions.