Response articles from April 2005

Response archives from April 2005

Expanding the market is a surefire home run for direct response.(Editorial)
April 1, 2005... "Quit trying to strike everybody out. Strikeouts are boring and besides that, they're fascist. Throw some ground balls. They're more democratic." --Kevin Costner as "Crash Davis" in Bull Durham, 1988 Kevin Costner's Crash Davis has...

TV Network Ltd.(launches service in United Kingdom)(Brief Article)
April 1, 2005... TV Network Ltd., an electronic retailing product distributor, launched in the United Kingdom on more than 40 TV channels. Managed by John Bramm, the company is made up of some of the most experienced DRTV marketers and media buyers in the...

Toronto-based Northern Lights Direct Response Television.(completes infomercial for DirecTV)(Brief Article)
April 1, 2005... Toronto-based Northern Lights Direct Response Television (DRTV) completed production of a 30-minute infomercial for DirecTV, a leading direct-to-home satellite provider in the United States and its retail partner, RapidSatellite.

O'Currance Teleservices.(appointments)(Brief Article)
April 1, 2005... O'Currance Teleservices, a provider of inbound telemarketing products and services, named David Meine, 48, as executive vice president. Meine previously served as the company's vice president of sales and technology.

For the record.(Correction Notice)
April 1, 2005... The contact information listed for contributing writer Don Ryan in Response's March issue (But Wait, There's More!, p. 64) was incorrect. Ryan can be reached at iKnowtion's Burlington, Mass. Office at (781) 494-9989. Response regrets the error....

Merger: Respond2, Cmedia, ATC Agency Services combine powers.
April 1, 2005... PORTLAND, Ore., and WEST CHESTER, Pa. -- Marketing firms Respond2, Cmedia and ATC Agency Services merged to form the direct response industry's largest independent full-service agency. Combined, the firm boasts more than $200 million in...

Kevin Trudeau snaps back at FTC.(Federal Trade Commission)
April 1, 2005... CHICAGO -- In September 2004, the Federal Trade Commission (FTC) filed complaints against popular infomercial host Kevin Trudeau for false and/or misleading claims within his endorsements of products that purported to cure or treat cancer with...

Redefining old DRTV principles.(direct response television)
April 1, 2005... Have you ever wondered why the rest of the world follows age-old economic principles while direct response television (DRTV) seems to follow a complete set of opposing rules? We've all speculated that the infomercial industry has always been...

TMP search engine internet popularity report.(Transactional Marketing Partners )(Illustration)
April 1, 2005... RANK TITLE NUMBER OF SEARCHES DISTRIBUTOR 1 Girls Gone Wild 2,468,915 Mantra Entertainment 2 Bowflex 380,475 Nautilus Group Inc. 3 Proactiv Solution ...

Fourth-quarter rebound sets new record: long-form media billings increase quarter-on-quarter for third year in a row.(4th Quarter Long-Form Media Billings)
April 1, 2005... Halting the slide of the year's previous three quarters, fourth-quarter 2004 long-form media billings rose 4.5 percent over 2003's then-record fourth-quarter totals. In all, fourth-quarter media billings have risen steadily (nearly 13 percent)...

Building a 'bare' empire: how did Bare Escentuals become one of the most well known beauty brands? Home shopping and direct response, according to Leslie Blodgett, who turned this small beauty retailer into a worldwide brand.(Cover Story)
April 1, 2005... "for me to consider a marketing program, I have to be able to relate to the business model as a consumer," says Leslie Blodgett, now in her 11th year as president and CEO of Bare Escentuals and MD Beauty, the San Francisco-based cosmetics and...

Navigating the landscape: cable TV networks and DRTV experts talk shop about key trends, media rates and what's to come.(MEDIA BUYING AND PLANNING GUIDE)
April 1, 2005... It's not unusual for K.J. Lyons to land a successful long-form DRTV show for Lifetime Networks, but finding a show whose back end has the where-withal to field a high volume of telephone calls, fulfill a large number of orders and process the...

2005 cable network directory: more than 100 cable networks responded to Response's annual survey this year, making this directory the biggest ever!(MEDIA BUYING AND PLANNING GUIDE)(Directory)
April 1, 2005... Welcome to Response Magazine's exclusive annual Cable Network Directory. This annual guide is the only industry source that gives you information on direct response ad time availability on the United States' top cable networks. The...

You're paying too much for media. And we'll prove it.(ISA ADVERTISING)(ISA MediaMart )(Advertisement)
April 1, 2005... ISA MediaMart guarantees lower CPMs when you use our online buying service. Check us out at www.isamediamart.com Our new Internet-based buying service is the easiest, smartest way to buy deeply discounted direct response media online. In...

The beauty of direct response: DR puts a fresh face on beauty and personal care marketing.(MARKET SPOTLIGHT)
April 1, 2005... "To get back my youth I would do anything in the world, except take exercise, get up early, or be respectable." --Oscar Wilde, The Picture of Dorian Gray, 1891 It's a similar attitude that drives billions of dollars in and out of the...

Keep it short and simple: short-form production for traditional DR products still works best when guided by the marketing principles of the KISS method.(SPOT PRODUCTION)
April 1, 2005... Short-form direct response production, or spot production, has a lot in common with Hollywood. Comedian Chris Rock illustrated the irony of filmmaking when he hosted the 77th Annual Academy Awards in February. During a break between award...

A lyrical stroll down DR's memory lane.(Media Zone)
April 1, 2005... I It was Bob Dylan who wrote "The Times They Are a-Changin" back in 1964, and, boy, they were changing back then--politically, socially and economically. But things are changing at an even faster clip in the present. We see changes in...

Beauty & personal care is competitive but offers unique ways to succeed.(retail outlets)
April 1, 2005... Few categories offer more points of distribution and, therefore, more opportunities to reach consumers than beauty and personal care products. However, no single product can maintain "space" in all the channels serving the category. The...

Considering the roadblocks before marketing your beauty or health product.(legal review)
April 1, 2005... As Response reported in December 2004 ("Top 50 Infomercials and Short-Form Spots," p. 36), the national infomercial and short-form spot rankings continue to be dominated by beauty, health and fitness products, from skin creams and hair trimmers...

Snaps from ERA Miami.(Entertainment and Sports Programming Network)(Brief Article)
April 1, 2005... As usual, the Electronic Retailing Association's winter conference in Miami was a popular meeting place for some of the core players in the direct response world. The three-day event (Feb. 27-March 1) offered plenty of opportunities to catch up...