Response articles from January 2005

Response archives from January 2005

The 'other' half of the sports & fitness market expresses belief in the DR method with dollars.(Editor's Note)
January 1, 2005... "We are inclined to think that if we watch a football game or a baseball game, we have taken part in it." --President John F. Kennedy, January 1961 As a huge fan of sports since my childhood, I can tell you first hand that it is...

Steaming over support services feature.(Letters to the Editor)(Letter to the Editor)
January 1, 2005... Dear Editor, In your article, "Support Services 101" (November 2004), on page 36, you quote Peter Scocimara from LiveOps as saying, "The dirty little secret in the industry is that West and Convergys--just because they're bigger, it...

Response, NATPE team up for DR seminar in Las Vegas.(SPECIAL EVENT)(Brief Article)
January 1, 2005... SANTA ANA, Calif. -- Response Magazine and the National Association of Television Program Executives (NATPE) will hold a seminar at the annual NATPE Conference in Las Vegas (Jan. 25-27) for marketers seeking to learn more about the advantages...

Jay Rhodus, 10th Degree.(RESPONSE Q & A)(interview)(Interview)
January 1, 2005... Jay Rhodus is partner and co-founder of 10th Degree, a full-service direct and interactive marketing agency in Irvine, Calif. Rhodus oversees the company's interactive and direct response marketing initiatives and ensures that creative concepts...

QVC.(NOTABLE NEWS)(marketing agreement)(Brief Article)
January 1, 2005... QVC, the leading electronic retailer, has integrated Q Direct, its independent direct response marketing organization, into the company's merchandising department.

American Telecast Products LLC.(NOTABLE NEWS)(Brief Article)
January 1, 2005... American Telecast Products LLC, has sold its media services business, ATC Agency Services LLC, to Lake Capital LLC, a private equity firm.

WMCN Philadelphia.(NOTABLE NEWS)(Brief Article)
January 1, 2005... WMCN Philadelphia, a full-power, independent television station, and WorldLink, one of the world's fastest growing media sales firms, entered into an exclusive representation agreement for all national infomercial and direct response spot...

ShopNBC.(NOTABLE NEWS)(ValueVision International Inc. ShopNBC Div.)(Brief Article)
January 1, 2005... Shopping network ShopNBC recently signed on six new hosts. The new hosts are represented by Patrick Talent Agency, an international leading provider of television show hosts, tradeshow models, promotional spokesmodels and top entertainment.

Rhino Linings: offline advertising with an online response.(CASE STUDY)
January 1, 2005... With ad budgets on the rise, the accurate measurement of advertising effectiveness is a critical concern. How are the increased dollars being spent? What is the return-on-investment (ROI) from larger multi-channel campaigns? Yes, some...

Jordan Whitney's program rankings.(Research)(television programme ranking)
January 1, 2005... Top 10 Infomercials Rank Last Month Program Host 1 1 Little Giant Ladder Dean Johnson 2 5 Showtime Rotisserie Ron Popeil 3 6 Ionic Breeze ...

The top DRTV national cable rankings.(Research)
January 1, 2005... TOP 6 VERTICAL MARKETS NATIONAL CABLE INFOMERCIAL RANKINGS RANK PRODUCT NAME MARKETING COMPANY PRICE OFFERED AIRS HEALTH & FITNESS 1 Cross Bar Weider Fitness Payments as low as 466 ...

Short-form forum--120 seconds or 60 seconds?(From the Lab)
January 1, 2005... Stop! Before you do a 60-second spot, consider the following: When it comes to upfront profitability, it's 120 seconds over 60! Still, 60-second spots aren't useless! Following is a guide to short-form success. 120 vs. 60 Objective...

TMP search engine Internet popularity report.(Research)
January 1, 2005... RANK TITLE NUMBER OF SEARCHES DISTRIBUTOR 1 Girls Gone Wild 2,226,469 Mantra Entertainment 2 Bowflex 398,237 Nautilus Group Inc. 3 Proactiv Solution ...

Total 3Q long-form media billings continue 2004 slide: decrease offset by drop in media costs and an increase in timeslots.(3rd Quarter Long-Form Media Billings)
January 1, 2005... For the third consecutive quarter this year, long-form media billings have continued to witness a slight decrease in total spending compared to 2003 figures. Third quarter 2004 reported media billings dropped 3.9 percent (approximately $8.5...

The big blue marketing crew: building on a 2004 championship season, Lon Rosen and the Los Angeles Dodgers' new marketing, sales and operations brass say direct response marketing plays the role of power hitter in ticket and merchandise sales.(Cover Story)
January 1, 2005... After winning their first National League Western Division crown in nine seasons and first playoff game since 1988, the Los Angeles Dodgers know they have a good on-field product to build on. Even better for the United States' second-largest...

Getting pumped up about direct response: from ab machines to NBA ticket sales, the sports and fitness industries put more and more muscle behind direct marketing.(Market Spotlight)
January 1, 2005... It is January, and for millions of Americans that means it is time to make a resolution. Some will nix their smoking habit. Others will shoot for the corner office. But one of the most popular resolutions every year is to lose weight. January...

DR rides the radio waves: reaching the masses via the radio dial continues to become a huge part of successful direct response marketing campaigns. But could a recent decision by a radio giant cut down the medium's effectiveness?(DR Outlet)
January 1, 2005... The fact that it's nearly impossible for a potential customer to jot down a phone number or Web site while speeding down the highway hasn't stopped Cliff Rose from taking advantage of an often-overlooked, yet highly effective DR channel. Having...

Getting a piece of the 'PI' in 2005: performance-based, or per-inquiry, advertising continues to make huge leaps forward as Internet success points the way.(Media Insight)(per inquiry)
January 1, 2005... If your New Year's resolution is to eat less pie, hold on a minute. Here's some "pie" you may want in 2005: Pie as in PI--per-inquiry advertising. You've likely heard of it. With PI media, marketers only pay for ads that yield consumer...

The importance of advertising.(Media Zone)
January 1, 2005... 1970, Addis Ababa, Ethiopia: I was teaching chemistry and physics to orphaned teens on the outskirts of this capital city. During the evenings, we'd watch the only two hours of broadcasting available--on a dilapidated black-and-white TV...

Home agents: extending your capacity to drive additional revenue.(Support Services)
January 1, 2005... With the busy holiday season behind us, you are probably evaluating your sales and customer care strategy--what worked and what could have worked better. Perhaps you hired temporary agents to increase your call capacity, but was this enough?...

FTC talks trash about exposing private records.(Support Services)(Federal Trade Commission)(Brief Article)
January 1, 2005... WASHINGTON -- The Federal Trade Commission (FTC) finalized its ruling in late November on how companies should dispose of sensitive consumer reports information and records. The provision was added to the Fair and Accurate Credit...

The Internet--advertising medium, distribution channel or retail sales support vehicle?(Retail Outlet)
January 1, 2005... Most DRTV marketers utilize the Internet as an adjunct to inbound telemarketing, their primary sales source. While success has varied, few will argue that the Internet is continually woven into the fabric of their existing direct marketing...

Online advertising: a survivor's tale.(Net Gains)
January 1, 2005... The advertising industry has suffered along with the economy over the past few years. Online advertising was one of the biggest victims of this downturn. And while recent history has been a Darwinian experience, it has taught us survivors some...

Claiming sufficient substantiation is no easy task.(Legal Review)
January 1, 2005... Almost all of our direct-response clients--especially new ones who are doing their first infomercial--come to us confident that they have sufficient substantiation to back up their claims. Unfortunately, almost none of them do. Direct marketers...

London calling: big changes in the U.K. television market.(But Wait, There's More!)
January 1, 2005... Recent headlines in the British trade press reported that the United Kingdom's main commercial terrestrial broadcaster--ITV--is experiencing its lowest viewing share ever, 19.9 percent. BSkyB lost almost $3 billion of its market value because...