Response articles from June 2003

Response archives from June 2003

'Old Europe'? That's hardly the case for DRTV marketers. (Editor's Note).(the direct response television industry is just starting in 'Old Europe')(Editorial)
June 1, 2003... To borrow a phrase that has recently gotten a lot of press, when it comes to the expansion of possibilities within the DRTV industry, there is no such thing as "old Europe." In fact, the DRTV market across the Atlantic Ocean is an infant in...

Letters.(Letter to the Editor)
June 1, 2003... Dear editor: April 'Editor's Note' Fans flames Readers of the April 2003 "Editor's Note" ("The Right to Dissent Is Crucial No Matter Where It Is Exercised") had widely divergent, yet equally passionate, reactions to the column. in the...

Actual 'Reality Central': 2004 will be the year of fragmentation; increased competition between DBS and cable will alter direct response. (Field Reports: Cable Network Spotlight).
June 1, 2003... Just when you think TV can't get any more niche oriented, another announcement heralds a soon-to-be born digital network. I remember a couple of years ago thinking that consumers cannot possibly digest another regurgitated offspring from their...

CPO Direct survey finds most cable networks accepting 'retail tags,' URL-only ads. (Field Reports: Exclusive).
June 1, 2003... Now that the marriage between DRTV marketers and retailers is in full bloom, how do cable networks feel about running tagged commercials? To answer this and other questions du jour, CPO Direct surveyed 90 cable networks in March. In an...

Sean Fay sells stake in CRTV, forms Envision Response. (Industry Newsbites).(Brief Article)
June 1, 2003... SEATTLE -- Sean Fay and Rick Cesari, co-founders of Seattle-based direct marketing agency Cesari Response Television (CRTV), announce that Fay is selling his stake in CRTV to Cesari and forming a new company called Envision Response Inc. The...

Inter/Media Foundation to help not-for-profits. (Industry Newsbites).(Inter/Media Advertising forms Inter/Media Foundation to help charitable organizations)(Brief Article)
June 1, 2003... ENCINO, Calif. -- To support the fundraising efforts of charitable organizations, Inter/Media Advertising is providing the means for them to create promotional spots and disseminate fundraising announcements at no cost to the organization...

Are advertisers losing millions of dollars on DRTV campaigns because of faulty Web strategy? (Field Reports: Special Report).(direct response television)(Illustration)
June 1, 2003... In studying REVShare Corp.'s Internet Search Engine Popularity Reports (www.drtvreport.com), we noticed a trend: When direct response advertisers launch their marketing campaigns on TV, the number of searches for their products on the Internet...

Jordan Whitney's program rankings.(a ranking of the top 10 infomercials)(Illustration)
June 1, 2003... Jordan Whitney's Program Rankings TOP 10 INFOMERCIALS RANK LAST MONTH PROGRAM HOST 1 4 Carleton Sheets Carleton Sheets 2 5 Bowflex Tom Purvis 3 7 Body Flex Pro ...

The IMS Top 20 DRTV National Cable Rankings.(a ranking of the top infomercials)(Illustration)
June 1, 2003... The IMS Top 20 DRTV National Cable Rankings LONG-FORM PROGRAMS WEEKS ON RANK CHART SHOW MARKETING COMPANY 1 312 Bowflex Direct Focus Inc. 2 536 Carleton Sheets ...

European DRTV 101. (From the Lab).(advice for launching a direct response television campaign in Europe)
June 1, 2003... Ever wished you had just a one-page overview of the European DRTV scene? So have the folks at TEST Marketing. So they went out and did it for you. Enjoy. IMMEDIATE POINTS OF INTEREST * The Euro and the dollar are currently about 1:1,...

REVShare Search Engine Internet Popularity Report.
June 1, 2003... REVShare Search Engine Internet Popularity Report RANK TITLE DISTRIBUTOR 1 Coral Calcium Direct Marketing Concepts 2 Bowflex Bowflex Inc. 3 Total Gym ...

The 'godfather of fitness' juices up DRTV.(Direct Response Television)
June 1, 2003... The effervescent Jack LaLanne, America's originator of modern health clubs and TV fitness shows, hasn't had to squeeze the market too hard to find DRTV success. His 'Power Juicer' has done especially well overseas, with the help of the Global...

Breaking down Europe's DRTV barriers: American marketers selling via DRTV in Europe break through the challenges to reap the rewards of international exposure.(Direct Response Television)
June 1, 2003... When Orange Glo Intl. decided to take its successful household cleaning products into Europe in 1998, it knew it would have to operate in a different environment from the 13.5. market. Different media landscapes, different consumer habits,...

The secrets to their success: producers, marketers and support companies reveal the secrets to creating and sustaining a long-running infomercial. (Long-Form Production).
June 1, 2003... Every very year, the folks at Thane Intl. in La Quinta, Calif., are prepared for the fact that this could be the one where they mothball the OrbiTrek infomercials that have been on the air since 1997. But the product consistently surprises...

The fundamental building blocks of DRTV--home shopping: this month, the ongoing series turns its attention to the third of the industry's principal formats. (Response Magazine's DRTV Best Practices Primer Part 6).(Direct Response Television)
June 1, 2003... Like infomercials and DRTV spots, home shopping has fundamental components that comprise its mix; however, where this category of direct-to-consumer selling varies for the marketer is that you have less control over some of the basic...

War, 9/11 and DRTV media. (Media).(Direct Response Television)
June 1, 2003... Earlier this year, as American military action in Iraq appeared imminent, there was enormous speculation and discussion in the direct response industry as to the impact on our industry. Would we experience the same dip in sales results as we...

'Seasonality' impacts DRTV short-form performance. (Media).(Direct Response Television)
June 1, 2003... Part 1 of 2 Short-form DRTV is a lot like people. It reacts and responds differently depending upon the time of year. In media terms, I'm talking about "seasonality," the phenomenon of performance variation in DRTV campaigns, driven by the...

What to do when the regulators show up. (Legal Review).
June 1, 2003... What is your biggest nightmare? For most consumer businesses, it's a contact from the state attorney general's office, the Federal Trade Commission (FTC), a private lawyer or the media. These contacts can signal an investigation, action or suit...

Affiliate programs--no-risk Internet advertising that sells. (Guest Opinion).
June 1, 2003... What's better than global ad exposure 24/7 at your fixed media cost (CPO) with a system for promotion, traffic, sales tracking and payment? Affiliate programs, Web sites that run ad campaigns on a per-inquiry (PI)/cost-per-acquisition (CPA)...