Analysis
NAICS 541860 is the 2022 national industry for direct mail advertising, part of 54186 (Direct Mail Advertising). Census lists 3 example activities under it in the official index.
Between 2018 and 2023 the number of establishments fell 27% and employment fell 28%. The 2018 count used NAICS 2017, so part of a large move can come from codes being redefined rather than from businesses opening or closing.
County Business Patterns counts 1,705 US establishments in this code in 2023, employing 30,369 people at an average annual payroll of $66,070 per employee (45th percentile of national industries). 56% of the establishments have fewer than five employees, which is close to the national mix.
Its index entries, the activities Census uses to assign businesses to this code, include advertising material preparation services for mailing or…, direct mail advertising services and direct mail or other direct distribution advertising….
Census lists 4 related activities that belong elsewhere, most often in 541870, 541890, 541810 and 513140. Businesses that do several things are classified by their primary activity, the one that generates the most value, so check those boundaries before settling on this code.
For example, the direct distribution or delivery (e.g., door-to-door, windshield placement) of advertisements or samples are classified in 541870 (Advertising Material Distribution Services) instead.
Official definition
This industry comprises establishments primarily engaged in (1) creating and designing advertising campaigns for the purpose of distributing advertising materials (e.g., coupons, flyers, samples) or specialties (e.g., keychains, magnets, pens with customized messages imprinted) by mail or other direct distribution and/or (2) preparing such advertising materials or specialties for mailing or other direct distribution. These establishments may also compile, maintain, sell, and rent mailing lists.
Source: US Census Bureau, NAICS 2022 Manual.
Not this code if…
| The business mainly does | Use instead |
|---|---|
| The direct distribution or delivery (e.g., door-to-door, windshield placement) of advertisements or samples | 541870 Advertising Material Distribution Services |
| Distributing advertising specialties for clients who wish to use such materials for promotional purposes | 541890 Other Services Related to Advertising |
| Creating advertising campaigns and placing such advertising in media | 541810 Advertising Agencies |
| Compiling and selling mailing lists without providing direct mail advertising services | 513140 Directory and Mailing List Publishers |
Index entries (3)
- Advertising material preparation services for mailing or other direct distribution
- Direct mail advertising services
- Direct mail or other direct distribution advertising campaign services