Response articles from July 2007

Response archives from July 2007

The power of the Web pushes the world--and DR--forward.(Editor's Note)
July 1, 2007... "Medusa?" asked the Italian beach nurse. "Jellyfish?" I responded, as if trying to play bilingual word association or, perhaps, even auditioning to appear on a new Italian/English version the long-lost TV game show "Password." Yes, late...

Industry-leading voices wow Response Expo seminar attendees.(Field Reports)
July 1, 2007... SAN DIEGO--According to Lisa Longo, ESPN's senior director of direct response ad sales, "Keith Halford was a great way to kick off the Expo. He was a great choice." Longo's enthusiasm for the former HSN executive and QVC co-founder was echoed...

Expo Hall Floor bustling with high caliber attendees.(FIELD REPORTS)
July 1, 2007... SAN DIEGO--"Quality and class is a description that encompasses the city, the venue, the events, the panels, the atmosphere and the attendees at Response Expo," says Adam Warren, vice president of network sales at Temecula, Calif.-based...

Expo networking events create new business buzz.(Field Reports)
July 1, 2007... SAN DIEGO--Response Expo's networking events on June 6, 7 and 8 featured a "who's who" of direct response leaders, key marketers, interested press--and even professional cheerleaders. Beginning with the Opening Night party, sailing through the...

What's the buzz about Response Expo 2007?(Field Reports)
July 1, 2007... Compiled by the staff of Response The Response team put together a direct response conference that combined education and networking in a way that I have not seen in more than a decade. --Shane Bradford, TransFirst ePayment Services...

Research Jordan Whitney's program rankings.(Table)
July 1, 2007... TOP 10 INFOMERCIALS Rank Last Program Host Product Price Month 1 2 Shapely Greer Weight-loss $59.98 Secrets Childers program 2 8 Free & Clear...

Research the IMS top DRTV national cable rankings.
July 1, 2007... TOP 5 VERTICAL MARKETS NATIONAL CABLE INFOMERCIAL RANKINGS RANK PRODUCT NAME MARKETING PRICE OFFERED AIRS COMPANY HEALTH & FITNESS 1 Hip-Hop Abs...

DRTV snapshots.(Research)
July 1, 2007... Largest Change in Paid Programming Hours--Broadcast Stations (from April to May 2007) CALL SIGN DMA AFFILIATION CHANGE IN HOURS Best WVIF Multiple Independent 291.5 Worst KTRK-DT2 Houston Independent...

Research TMP search engine internet popularity report.
July 1, 2007... RANK TITLE NUMBER OF SEARCHES DISTRIBUTOR 1 Girls Gone Wild 2,164,572 Mantra Entertainment 2 Proactiv Solution 507,413 Guthy-Renker Corp. 3 bareMinerals 376,124 ...

The next mega-hit might be right under your nose.(Research From the Lab)
July 1, 2007... Some of the most successful television sitcoms and reality programs have been direct spinoffs from already successful television shows or feature characters from those shows. For example, the very successful series Frasier was centered...

Long-form billings dip 2.3 percent in 1Q 2007; Top-30 spending increases by 44.7 percent, while 1Q timeslots jump above 419,000 for first time.(Research 1Q Long-Form 2007 Media Billings)
July 1, 2007... Despite the sixth straight $300 million quarter, long-form media billings in the first-quarter 2007 dropped $7. 25 million from 1Q 2006 -- a 2.3 percent decline--to $309,910,000. This is the first time that first-quarter media bhillings have...

What they're saying about Response Expo 2007.
July 1, 2007... I was truly impressed with the entire show - exhibitions and seminars - and, of course, I especially enjoyed your parties. All of the attendees I spoke to promised to return next year. Please count me in as well. --John Abdo Each...

A&E Networks embrace multi-channel DR.(Cover story)
July 1, 2007... "Any great media brand can build a meaningful business through direct response marketing. And, I belive that many media companies are not fully embracing that power to grow new businesses and fully extend their brands," notes Andrew Wise, vice...

Rent this!(Entertainment Market)
July 1, 2007... It seems nearly every week a new innovation in media is released, claiming to be better than its predecessor and essential for consumers' everyday lives. Whether its streaming content on the Internet, downloading music or video to an iPod, or...

Blu-ray vs. HD-DVD: the latest round of the format wars.(Entertainment Market)
July 1, 2007... It was just 20 years ago when the decade-long battle of the video titans came to an end. In one corner was Sony's Betamax (Beta) video standard tape, introduced in 1975. In the other corner was JVC's Video Home System (VHS), introduced just a...

Will the brands jump for long-form?(Long-Form Production)
July 1, 2007... Carat Fusion has a few traditional, old school DRTV clients, but the bulk of its work involves brand marketers that range from Black & Decker to Jenny Craig. Lately, the latter have been dipping their toes in long-form DR, a format previously...

Surveying the legal landscape; Response's Editorial Advisory Board experts share their thoughts on Net Neutrality, information protection and the FTC.(Editorial Advisors Forum)
July 1, 2007... Is the industry fully united on the Net Neutrality issue? Are health and beauty products causing more legal problems than they're worth? Are the Federal Trade Commission (FTC) and state regulators ratcheting up their oversight of the DR...

The cost of doing business: can you afford retail?(Retail Outlet)
July 1, 2007... The allure of having your product on the shelf of every major retailer in the country is often what drives us as entrepreneurs to keep searching for the next big hit--the product that no one can live without, and the one everyone will buy. It...

That seventies rule--the Magnuson-Moss Warranty Act.(Legal Review)
July 1, 2007... You're familiar with the highlights of 1975, right? South Vietnam fell to the Communists, and Patty Hearst and two of her Symbionese Liberation Army kidnappers were arrested. One Flew Over the Cuckoo's Nest swept the Academy Awards, and pet...

Connecting the dots with videoactive television; Successful DRTV marketers should be entertaining and educating, not just selling.(Media Zone)
July 1, 2007... No one likes to be "advertised to," but everyone loves to be entertained and educated. Knowing this, why aren't more marketers taking a page from the large corporations' books and creating commercials that do more than just push products and...

Homework can be worth 50% of your production grade.(Guest Opinion)
July 1, 2007... Homework: Kids hate it; teachers love it. For those of us in the direct response industry, this statement may read something more like this: Homework: producers hate it; audiences love it. But unlike children and teachers, a...

Response ... on the road.(But Wait, There's More!)
July 1, 2007... Wondering what--and who--you missed at Response Expo 2007 in San Diego? Just take a look at this and the next two pages to see some of the action that took place at the Manchester Grand Hyatt on June 6-8. SF Video's Steven Feinberg chats...