Response articles from January 2008

Response archives from January 2008

The presidential election becomes 2008's biggest DR campaign.(Editor's Note)
January 1, 2008... "The idea that you can merchandise candidates for high office like breakfast cereal... is, I think, the ultimate indignity to the democratic process." --Adlai Stevenson, 1956 "Iowa's 2.3 million eligible voters have been bombarded...

MTV launches digital marketing unit.(FieldReports)
January 1, 2008... NEW YORK -- Viacom's subsidiary MTV Networks recently launched Digital Fusion, a specialized unit that will focus specifically on advertising and marketing solutions that incorporate creative content across the company's digital portfolio....

Macrovision pays $2.8B for Gemstar-TV Guide.(FieldReports)
January 1, 2008... LOS ANGELES and SUNNYDALE, Calif. -- In mid-December, software and legal technology company Macrovision Corp. announced a deal to acquire Gemstar-TV Guide Intl. Inc.--publishers of the famed TV-listings magazine, as well as owners of the TV...

Renfrow joins Response team.(FieldReports)
January 1, 2008... SANTA ANA, Calif. -- Response Magazine welcomes Jacqueline Renfrow as its new associate editor. Renfrow joined the Response team on Dec. 17, fresh off a stint with Vegetarian Times and Better Nutrition magazines, both published by AIM Media....

Riley moves into marketer mode.(Response Q & A)(Interview)
January 1, 2008... Legendary infomercial host and TV shopping network pitchwoman Forbes Riley won her first Electronic Retailing Association (ERA) award for Best Female Presenter in September. It's not been for a lack of effort. The effervescent and amiable Riley...

REVShare.(NewsCorner)
January 1, 2008... The Carlyle Group and H.I.G. Ventures invest $20 million in Temecula, Calif.-based REVShare, an exchange that allows advertisers to bid for television time on a cost-per-action basis--akin to the cost-per-click method of Web advertisers.

Motivational Fulfillment & Logistics Services.(NewsCorner)
January 1, 2008... Motivational Fulfillment & Logistics Services (MFLS) unveils plans to expand its services in Australia, at the behest of a key worldwide retail partner. The retail distribution and fulfillment centers are planned for Sydney and Perth.

CJ MacDonald.(NewsCorner)
January 1, 2008... CJ MacDonald joins Advanced Interactive Sciences LLC as director of sales. MacDonald was most recently with LiveOps.

Claire Watts becomes QVC's president of U.S. commerce.(NewsCorner)
January 1, 2008... Claire Watts becomes QVC's president of U.S. commerce. She joined the company Jan. 7 and assumes that role on May 1. The company also welcomes Cherie Grobbel as vice president of international finance.

Transactional Marketing Partners.(NewsCorner)
January 1, 2008... Transactional Marketing Partners (TMP) appoints Alan Rudnick to head up East Coast client relations and business development.

YouTube.com.(NewsCorner)
January 1, 2008... Hawthorne Direct announces that a long-form DRTV production for Humminbird's side-imaging fishing systems has seen an extended run of effectiveness thanks to online video sites like YouTube.com.

Moulton Logistics Management.(NewsCorner)
January 1, 2008... Moulton Logistics Management provides customer relations management, credit card processing and rich information analysis for the AquaVie healthy water system from Regal Ware Worldwide, which is in its second year of a DR marketing campaign.

The keynote speakers for the 2008 National Conference on Operations & Fulfillment include Michael Burchell, Ed.D, director of client services for the research and management consultancy Great Place to Work Institute Inc.(NewsCorner)(Conference notes)
January 1, 2008... The keynote speakers for the 2008 National Conference on Operations & Fulfillment include Michael Burchell, Ed.D, director of client services for the research and management consultancy Great Place to Work Institute Inc.; Alfred Lin, COO, CFO,...

Jordan Whitney's program rankings.(Research)
January 1, 2008... Source: The Direct Response Monitoring Report "Greensheet" published by Jordan Whitney Inc. in Tustin, Calif. These are the top 10 infomercials and direct response spots based on confidential media budgets and Jordan Whitney's monitoring of...

The IMS top DRTV national cable rankings.(Research)
January 1, 2008... Copyright 2007, Infomercial Monitoring Service Inc. Satellite 2, 810 Parkway Blvd., Broomall, PA 19008, USA. Phone: (610) 328-6902. Fax: (610) 328-6791. E-mail: catanese@imstv.com. Ranking for November 2007. Based solely on frequency of...

Backchannelmedia DRTV snapshots.(Research)
January 1, 2008... Copyright 2007. All rights reserved. Backchannelmedia Inc., 105 South St., Boston, MA 02111. Phone: (617) 728-3626; fax: (617) 517-7777; E-mail: emartin@backchannelmedia.com. Source of data: Tribune Media Services, the Federal Communications...

TMP search engine Internet popularity report.(Research)
January 1, 2008... This report is provided by Transactional Marketing Partners (TMP) and is a compilation of Internet searches made on the top Internet search sites for November 2007. The data has been provided by Google for searches on its site and Overture for...

How to instantly add 10 percent to your bottom line.(From the Lab)
January 1, 2008... Most people think they already do this, but in reality, they don't do it as effectively or as often as they should: make it a habit to revisit your pricing structure with each of your vendors once a quarter. If you do this with all your...

Third-quarter long-form DRTV media billings exceed $300 million for the first time: national cable timeslots increase 95 percent, setting a new record for total number of timeslots purchased.(3Q Long-Form 2007 Media Billings)
January 1, 2008... Third-quarter 2007's 5.4-percent increase of $15.5 million allowed it to become the first third quarter in the history of Response's measurement of long-form DRTV media billings to break the $300 million barrier, setting a new 3Q record of...

TransUnion Interactive gives DR some 'TrueCredit': TransUnion's purchase of the online consumer credit service introduced DR to the company in 2002. Now, TrueCredit.com and Lucy Duni are capitalizing on DR to add millions to the credit-reporting leader's bottom line.(Cover story)
January 1, 2008... "TrueCredit has been able to build a brand presence without classical pure brand advertising," says Lucy Duni, vice president of marketing for TransUnion Interactive, a wholly owned subsidiary of credit reporting giant TransUnion, and the...

NFL leads sports marketers kicking and streaming on to the Web: social networking and integrated DR campaigns drive sports marketers large and small.(Sports & Fitness Market)
January 1, 2008... Unfortunate football fanatics caught in the quagmire of big-cable debates gave thanks for more than turkey last November when NFL.com and NFL Mobile on Sprint teamed up to broadcast the first game live on the Web and direct to mobile phones....

Now hear this! Plenty of DR marketers continue to find radio to be music to their ears. Yes, direct response's radio waves are big and gaining power. In fact, some expert are especially bullish on radio for 2008.(DR Radio Market)
January 1, 2008... Buck Robinson has heard it so much he gives it "broken record" status. "We hear it everyday--that direct response radio doesn't work," says Robinson, owner of Robinson Radio, an ad agency in Glen Allen, Va., that specializes in 60-second...

Elections? Olympics? And you thought the media market was already tough! Response's Editorial Advisory Board experts say election advertising could shred local short-form markets, while the Olympics will shake up the long-form space.(Editorial Advisors Forum)
January 1, 2008... Iowa? New Hampshire? Beijing? Yes, all three of these diverse locations are set to have a major effect on the direct response media-buying marketplace in 2008. And, just like four years ago (and the four years before that... and so on... ...

Someday, all TV advertising will be DRTV.(Media Zone)
January 1, 2008... Slowly but surely, direct response is becoming the dominant television advertising strategy. To test this assessment, Hawthorne Direct staff analyzed five hours of prime-time network programming before Thanksgiving. We charted three hours of...

Technology gone wrong.(Support Services)(bsiness enterprises uses internet marketing as best tool)
January 1, 2008... The Internet has streamlined the way we conduct business. Now Web access is making it easier for customers to reach your company, research your products and even place orders online. Your Web site is a major gateway to your company, but does it...

Direct response methods to drive retail.(Retail Outlet)
January 1, 2008... As we start 2008, it is always a prudent idea to reflect on what we have learned from our successes and failures in the past year. Far too often, great products never successfully make it to the consumer marketplace due to being launched at...

Multi-channel what?(Guest Opinion)(Response Expo)(Viewpoint essay)
January 1, 2008... Last summer, I attended Response Expo in San Diego. While there, when I had a clear schedule for about an hour, I attended a seminar on multi-channel marketing (MCM). Luckily for me, my schedule was clear. Please understand that I am about...

Meet our advertisers.(directory of advertising agencies)(Directory)
January 1, 2008... Atomic Direct CONTACT: Doug Garnett PHONE: 503-296-6131 E-MAIL: doug@atomicdirect.com URL: www.atomicdirect.com See our ad on page 38 Capital Media CONTACT: Dr. Nadia Ashrafian PHONE: 949-305-0670, ext....

Response ... on the road.(But Wait, There's More!)(Calendar)
January 1, 2008... Holiday gatherings were the key social events on the December direct response calendar. From MTV Networks hosting a night out in Beverly Hills and Hollywood on Dec. 5 to Mercury Media's annual bash on Dec. 6... and from Capital Media's soiree...