According to the Direct Marketing Association, direct marketing ad spend will increase 2.7% in 2010 reaching $153.3 billion. Also, it’s share of total U.S. advertising spending will reach 54.3% in 2009 representing an increase of 1.6% over the previous year’s total. However, even though direct marketing will gain a larger share of the total advertising spend in 2009, the absolute dollars spent will decrease by 11.2% from the previous year. General advertising spend for the same time period is expecting a decrease of 14.2%. This seems to provide further evidence of the shift in marketing and advertising budgets from traditional marketing and advertising media channels to more effective online, SEO and social media channels.