Response articles from May 2006

Response archives from May 2006

Media questions? While waiting, how about some new media answers.(Editor'sNote)(Editorial)
May 1, 2006... Right now, it appears that both federal and state government legislators and regulators have much say in the health of the direct response television industry. All at once, it seems a slew of different topics concerning the cable television...

FTC to study competitive impact of generic drug ads.(FieldReports)
May 1, 2006... WASHINGTON -- The Federal Trade Commission (FTC) recently announced that it will begin conducting research on the competitive effects of generic drugs being advertised alongside brand-name prescription drugs. Generic drugs are chemically...

Former Dell exec Michael George takes QVC helm.(FieldReports)(Brief article)
May 1, 2006... WEST CHESTER, Pa. -- In early April, QVC named Michael George president and chief executive officer. He replaces Doug Briggs, who had been in the position since 1995. George said in earlier reports that he does not intend on making a lot...

ABC offers free TV downloads--with ads.(FieldReports)(American Broadcasting Companies Inc.)(Brief article)
May 1, 2006... NEW YORK -- ABC continues to boost its reputation as the trendsetter in online TV offerings. Only six months after it struck a deal with Apple's iTunes to sell commercial-free episodes of hit TV series, such as "Lost" and "Desperate...

Marcum builds upon decades of success.(Response Q & A)(dialogue with Nancy Marcum of Marcum Media)(Interview)
May 1, 2006... For more than two decades, Nancy Marcum has been one of the most recognizable names in the direct response world. Founder, president and CEO of Marcum Media, a media management and infomercial consulting company in Phoenix, she has been part of...

Chryst drives the Jay Group to new heights.(Response Q & A)(dialogue with Dana Chryst)(Interview)
May 1, 2006... Dana Chryst joined her father Jay Chryst's marketing logistics and fulfillment company, The Jay Group, in 1981. After rising to president a decade later, Dana Chryst purchased a controlling interest from her father in 2003 and became CEO. With...

Jordan Whitney's program rankings.(Research)
May 1, 2006... 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 ranking.(Research)(Direct Response Television)(Infomercial Monitoring Service)
May 1, 2006... Copyright 2006, 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 March 2006. Based solely on frequency of programs...

TMP search engine internet popularity report.(Research)(Transactional Marketing Partners )(Table)
May 1, 2006... This report is provided by Transactional Marketing Partners (TMP) and is a compilation of Internet searches made on the top Internet search sites for March 2006. The data has been provided by Google for searches on its site and Overture for...

Turning a positive test into a rollout show.(From the Lab)
May 1, 2006... This is going to seem simple, but we can guarantee you that if you don't understand these numbers from day one, you are at huge risk of losing a lot of money. Many well-intended and smart entrepreneurs don't understand these highly publicized...

2005 short-form DRTV media billings fall just short of $3 billion: Cable TV spending increases by $52.7 million in 4Q results.(Research)
May 1, 2006... Fourth-quarter 2005 concludes Response's second full year of analyzing short-form DRTV data from TNS Media Intelligence (TNSMI). The final quarter's short-form DRTV numbers for 2005 boast an 11.8-percent gain (nearly $86.8 million) over last...

Wagner sprays its competition: Carl Cooper says DRTV is no 'faux-finisher' when it comes to driving retail sales for the paint tool leader.(Cover story)
May 1, 2006... "Direct response has only one role at Wagner: to drive end-user demand for our products through our retail partners," says Carl Cooper, vice president of communications and new business development for Wagner Spray Tech Corp., a wholly owned...

Tooling around: direct response helps build the hardware market--one turn at a time.(Hardware Market Spotlight)(Direct Response Television)
May 1, 2006... It was the kind of E-mail message that Kevin Blodgett loves to see in his inbox on a Monday morning. A consumer who had seen the Drill Doctor XP several times on television was finally pushed off the fence after learning of a national $15...

Hardware products seeing usual spring boost.(JORDAN WHITNEY'S PRODUCT TRENDS)
May 1, 2006... The long-form hardware category, although not a large one in DRTV, has shown increased strength in the past year. Little Giant Ladder has continued its success with a very successful new version of its infomercial. Dual Drill, Drill Doctor and...

Cable networks to FCC: "get with the program"; Cable a la carte dishes up turmoil for networks and DR media buyers.(Media Buying and Planning Guide)(Federal Communication Commission)
May 1, 2006... Hindsight is 20/20, but the foresight of direct response media buyers must be just as sharp. There's minimal room for guessing and even less room for learning after mistakes are made, so it is imperative that they be equipped with as much...

Cable Network directory.(Media Buying and Planning Guide)(Directory)
May 1, 2006... Network Address Phone/Fax ABC Family 2877 Guardian Lane 757-459-6323/757-459-6426 Virginia Beach, VA 23452 Access 2600 Michelson Drive, Ste....

Can you make that TV to go, please?(Media Zone)(Yankee Group reports on mobile TV)
May 1, 2006... Most of us are old enough to remember the classic Music Television (MTV) marketing slogan, "I want my MTV." More than 20 years later, consumers are chanting that same slogan. But now, that M stands for mobile. And consumers--armed with...

What does a 2,000-year old man know about infomercials? Everything.(GuestOpinion; lessons gleaned from Aristotle's The Poetics)
May 1, 2006... More than 2,000 years ago, one of the greatest minds in Western Civilization wrote a little book that holds all the secrets to great writing. That person? Aristotle. The book? The Poetics. Somewhat esoteric, it's not exactly everyday reading....

When the man comes around (or, what does an enforcement action look like?).(LegalReview)(Viewpoint essay)
May 1, 2006... At a recent meeting with a group of marketers, I was asked to discuss legal pitfalls facing direct response advertisers. Right away, it became clear that while everyone in attendance understood many of the substantive legal issues they faced...

Response ... on the road.(But Wait, There's More!)
May 1, 2006... On April 7-8, the Response team was in Rancho Mirage, Calif., for the events surrounding the 8th Annual Rick Weiss Humanitarian Awards, a charity fundraiser founded by TMP chairman Earl Greenburg. From Friday night's exclusive "construction"...

Meet our advertisers.
May 1, 2006... AdSouth Partners, Inc. CONTACT: John Cammarano PHONE: 561-750-0410 FAX: 561-750-0420 E-MAIL: johnc@adsouthinc.com URL: www.adsouthinc.com At AdSouth, it is our corporate mission to continuously build integrated...