Response articles from April 2004

Response archives from April 2004

Any move to chill freedom of speech rights is truly indecent.(Editor's Note)
April 1, 2004... "Free speech is about as good a cause as the world has ever known. But, like the poor, it is always with us and gets shoved aside in favor of things which seem, at some given moment, more vital." --Heywood Broun, 1926 A year ago in...

Former HSN executive Guyardo joins Kmart as chief marketing officer.(Special Report)(Brief Article)
April 1, 2004... TROY, Mich.--The New York Times reports Paul Guyardo, former executive vice president for television and marketing at HSN, joins Kmart Holding Corp. as the discount retail chain's senior vice president and chief marketing officer. The...

DMEF to honor Wunderman at DMDNY gala dinner.(News Brief)(Direct Marketing Days New York)(Brief Article)
April 1, 2004... NEW YORK--The Direct Marketing Educational Foundation (DMEF) will honor Lester Wunderman and his eponymous direct marketing agency on May 25 during Direct Marketing Days New York (DMDNY). Wunderman will be the first recipient of the DMEF...

OneWorldLive helps Leigh Valentine master customer retention.(Case Study)(Advertisement)
April 1, 2004... Product Name: Leigh Valentine's Non-Surgical Face Lift DR Marketing Company: OneWorldLive Offer: Non-Surgical Face Lift System includes: Mask Activator and Powder; Application Brush; Firmalift[TM]; and Skin-Renewal Booster Moisturizer...

Jordan Whitney's program rankings.(Research)
April 1, 2004... Top 10 Infomercials Rank Last Month Program Host 1 4 Showtime Rotisserie Ron Popeil 2 2 6-Second Abs Mindy Milrea 3 5 Gazelle Freestyle Tony Little 4 3 ...

The IMS Top 20 DRTV national cable rankings.(Research)
April 1, 2004... Long-Form Programs Rank Weeks on Chart Show Marketing Company Count 1 16 Slim in 6 BeachBody.com 498 2 155 Gazelle Freestyle Fitness Quest 434 ...

DRTV pitfalls and passages.(From the Lab)(Take 2 Direct)
April 1, 2004... No matter what, if you're a DRTV marketer, the reality is that hiccups will happen. The question is how quickly you can become savvy to the most common pitfalls in order to run the smoothest DRTV campaign course. This month, Take 2 Direct...

REVShare search engine Internet popularity report.(Research)
April 1, 2004... The Internet Search Engine Popularity Report is compiled using data provided to REVShare by leading Internet search engines. Numbers shown represent an estimated number of total searches taking place on the Internet for all applicable...

Body by Jake builds a fitness brand champion: Jake Steinfeld and Phil Scotti teamed up more than a decade ago with an idea to forge a brand identity for the well-known personal trainer. With DRTV's help, the company has become one of the world's biggest fitness brands.(Cover Story)
April 1, 2004... "Growing up, I was a fat kid with a bad stutter," says Jake Steinfeld, the face of and inspiration for the Body by Jake Global LLC (BBJG) line of successful DRTV fitness products. "When I was 14 years old, my dad bought me a set of weights. It...

Winning the airtime race: with the summer Olympics and a highly anticipated presidential race rapidly approaching, direct response and general-rate advertisers will compete feverishly for airtime. Direct marketers must select a media-buying agency that scores the right avails and makes their business goals a priority.(Media Buying)
April 1, 2004... When it comes to media buying, most direct marketers know they must patiently endure obstacles such as rising media rates, frequently changing market trends, and market saturation brought on by new players entering the arena, not to mention the...

2004 Cable network directory.(Directory)(Illustration)
April 1, 2004... Network Address Phone/Fax ABC Famlly Channel 2877 Guardian Lane 757-459-6320 Virginia Beach, VA 23452 757-459-6426 Access Television ...

See spots run: fetching great results and growing interest from brand advertisers, short-form DRTV has plenty of bite to go along with its bark in 2004.(Short-Form Production)(Waldorf Crawford)(Direct Response Television)(Onyx Productions Inc.)
April 1, 2004... Marcia Waldorf knows how difficult it is to get TV viewers to actually stop and watch commercials these days. Super Bowl viewers may make their annual pilgrimage to the set in search of the newest, most innovative ads, but for the remainder of...

The writing is on the ... screen: a government directive will force all infomercials to be closed captioned by 2006. Is the industry ready?(Closed Captioning)(CaptionMax)
April 1, 2004... The writing is on the wall--and soon to be on the screen. Closed captioning is on its way to being placed on all televised programming. [ILLUSTRATION OMITTED] The date to remember: Jan. 1, 2006. That's when 100 percent of all new...

General advertisers need less branding, more selling.(Media Zone)
April 1, 2004... New marketing "definitions" have been making the E-mail circuit recently, intended to put a smile on the mugs of weary marketing veterans. The example E-mail statements below can be replaced with a male point of view, too, I'm sure. You...

Inter/Media launches Mediapoint Network, specializing in PI advertising.(News Brief)(Brief Article)
April 1, 2004... ENCINO, Calif. -- After testing it as an adjunct to its direct response media buying and planning services, Inter/Media Advertising formally launches a new division, Mediapoint Network, to focus on per-inquiry (PI) advertising. Amy Hanno, who...

Correction.(Correction Notice)
April 1, 2004... In the Fourth-Quarter Media Billings article (see March issue, p. 20), the Health-and-fitness figure in the Long-Form Categorical Distribution chart should be $74,906,176, not $75,356,176. We regret the oversight.--Ed.

Ensuring successful compliance with 'Do-Not-call' laws.(Support Services)
April 1, 2004... Recently, the telemarketing industry has received an overwhelming amount of attention that has been fueled largely by the court battles and final implementation of the national "Do-Not-Call" (DNC) list. Administered by the Federal Trade...

FTC, FCC report positive results in Do-Not-Call compliance.(Support Services)(Federal Trade Commission, Federal Communications Commission )(Brief Article)
April 1, 2004... WASHINGTON -- In separate announcements, the Federal Trade Commission (FTC) and Federal Communications Commission (FCC) contend that compliance with the 55-million phone-number strong federal Do-Not-Call list appears to be "exceptional." The...

California champions privacy again; is federal help on the way?(Legal Review)
April 1, 2004... The State of California continues to champion privacy with the passage of three new laws that directly affect marketers who promote their products and services to California residents: (1) the Internet Privacy Requirements Law; (2) the Personal...

DRTV seeks out new tools for full life-cycle marketing.(Guest Opinion)(Direct Response Television)
April 1, 2004... The bar is getting higher for direct response television marketers. The traditional measures of cost-per-lead, cost-per-order and cost-per-call are no longer enough to support a product as it vaults from DRTV into retail and other sales...

Nominating committee chairs break down ERA's board nomination process: those who know the process best provide key answers on criteria, transparency and diversity.(ERA Report)
April 1, 2004... Last month, Response magazine reported on the Electronic Retailing Association's (ERA) Board of Directors and the effectiveness of the organization's election process. While the overwhelming consensus believes the process is fair in selection...