Response articles from December 2008

Response archives from December 2008

Out with the old! In with DR!(Editor's Note)
December 1, 2008... In his 1967 hook Rosencrantz & Guildensterm Are Dead, Tom Stoppard wrote, "Every exit is an entry somewhere." At no time is this thought more clearly defined by our calendars than at the close of one year and the beginning of another. As...

FCC opens 'white space' to broadband.(Field Reports)
December 1, 2008... LOS ANGELES -- The Federal Communications Commission (FCC) approved the largest ever expansion of wireless Internet access last month by allowing unlicensed portions of TV airwaves, known as "white space," to be used to deliver wireless...

Google terminates agreement with Yahoo!(Field Reports)
December 1, 2008... SUNNYVALE, Calif, and MDUTAIN VIEW, Calif.--Google has called off its agreement with Yahoo!, which would have given Yahoo! the option of using Google to provide ads on its Web sites and partners' sites in the United States and Canada. The...

More DMA cutbacks follow annual event.(Field Reports)
December 1, 2008... NEW YORK -- The Direct Marketing Association (DMA) has laid off more than 10 senior level staff members, the third round of downsizing in the organization this year. The announcements were made following the association's annual convention in...

MTV Networks sets deal with MySpace.(Field Reports)
December 1, 2008... SAN FRANCISCO -- MTV Networks, owned by parent company Viacom Inc., plans to pair advertising with clips from television shows uploaded onto the social community MySpace, reported the Los Angeles Times. Led by a consumer desire for digital...

For the record.(Correction notice)
December 1, 2008... A chart in the October 2008 edition of Response was incorrect. On page 23 of that issue, in the story titled "Long-Form Media Billings Rise 3.3 Percent in 2Q 2008," the results in the chart labeled "Fig. 3-Second-Quarter 2008 Long-Form...

The IMS top DRTV National Cable Rankings.(Research)
December 1, 2008... TOP 5 VERTICAL MARKETS NATIONAL CABLE INFOMERCIAL RANKINGS RANK PRODUCT NAME MARKETING PRICE OFFERED AIRS COMPANY HEALTH & FITNESS 1 P90X Beachbody ...

Do we have a bidder? Google TV Ads wants you: Michael Steib says the nearly two-year-old, auction-based TV media service--through partnerships with DISH Network, Bloomberg and NBC Universal--is coming into its own, providing extensive measurement capabilities to direct response and general advertisers alike.(COVER STORY)
December 1, 2008... If there's a way to put it graphically, I'd say it's best described as Google * DR," says Michael Steib, New York-based director of Google TV Ads, Google Audio Ads and Google Print Ads. "DRTV advertisers are the most Google-y of advertisers....

Re-charging consumer electronics: after a disappointing second half of the year, electronics retailers are looking to DR to reinvigorate 2009 sales.(CONSUMER ELECTRONICS MARKET)
December 1, 2008... The forecast fear retail does not have too many consumer electronics (CE) about holiday sales. A sign of the times, major electronics distributor Circuit City declared bankruptcy in November and retailer Best Buy readjusted its annual sales...

Small business owners get intimate with Visa's new network: the world's largest credit card company seeks to help small business owners during tough economic times by utilizing social networking site Facebook.(CORPORATE CASE STUDY)
December 1, 2008... When it comes to marketing a small business, one might argue that the most valuable resource for an effective and efficient business is networking. That's why, on June 24, the Visa Business Network (VBN), a division of Visa Inc.--the...

The perfect pair: brands and DRTV companies continue to maximize the Internet as a selling channel.(DRTV ONLINE)
December 1, 2008... Kind of like peanut butter-and-jelly or a horse-and-carriage, direct response and the Internet go together so well that, these days, you'd be hard-pressed to find a DRTV campaign that doesn't include a strong online presence. In fact,...

The IMS top 50 infomercials and short-form spots of 2008.(TOP 50)
December 1, 2008... Once again, Response Magazine is proud to present one of its most popular annual features. For the seventh consecutive year, Infomercial Monitoring Service Inc. (IMS) has provided its ranking of the top 50 infomercials and short-form spots. ...

DR airings rise slightly in both long and short form.(TOP 50)
December 1, 2008... The 2008 IMS top-50 results show an increased number of new long-form infomercials. In 2008, there were 478 new shows aired and detected by IMS, outstripping the tally of 457 shows a year ago. While "Health and fitness" infomercials have...

Will Obama's infomercials lead to an evolution in political direct response?(TOP 50)
December 1, 2008... The evolution of the infomercial is not that much unlike the evolution of man. You have a product or service to sell. You have 28 minutes and 30 seconds allotted to pitching the product to the public, and a toll-free number or Web address that...

Financial products lead the way in a troubled economy.(TOP 50)
December 1, 2008... With the financial crisis of 2008, it's not surprising that the year produced an abundance of infomercials offering ways to generate cash and relief for those struggling to pay their mortgages and manage their debt. Economic constraints...

Four techniques for countering counterfeiting.(Global Perspective)
December 1, 2008... Counterfeit goods are the single greatest worry of companies that manufacture in China--and with good reason. They not only eat away at market share, but can also hurt a company's image when consumers fail to make the distinction between a real...

How to deliver truly personalized marketing.(Guest Opinion)
December 1, 2008... Organizations have been talking about one-to-one marketing for years. With the looming threat of tightening budgets due to the economic downturn, the benefits that personalized marketing yields--increased response and higher conversion rates,...

Alphabetical Listing.(A-L)(Buyers guide)
December 1, 2008... A A&E Television Networks 235 E. 45th St. New York, NY 10017 PHONE: 212-210-9046 FAX: 212-907-9498 E-MAIL: shaleia.reid@aetn.com URL: www.aetv.com CATEGORIES: Television/Csble Network/Station A3D...

Categorical listing.(Buyers guide)
December 1, 2008... AFFILIATE NETWORKS Affiliate Announcement[TM] Affiliate Traction Amiani Inc. As Seen On PC Beanstalk Media Chexx Inc. Americas Datran Media Dawnpilot Fox Soccer Channel GSN Ion Media Network...