Response articles from May 2007

Response archives from May 2007

Cable media again leads the way in a DR shift.(Editor's Note)
May 1, 2007... Three years ago, Response helped the direct response industry celebrate the 20th anniversary of the long-form infomercial, an advertising form that was birthed, essentially, by the deregulation of the cable television airtime marketplace. While...

Mercury, ARM combine to create largest independent DR media agency: the new Mercury Media Holdings (MMH) claims gross billings of $350 million.(FieldReports)
May 1, 2007... SANTA MONICA, Calif., and MARLBORO, Mass. -- West Coast joins East Coast. Long-form DR is added to short-form DR. This is the result of an April 11 announcement that DRTV media pioneers Mercury Media and Advanced Results Marketing (ARM) have...

Inaugural Wheelchair Foundation dinner set for Oct. 26 in L.A.(FieldReports)
May 1, 2007... CAMARILLO, Calif. and TORRANCE, Calif. -- The Wheelchair Foundation, which has become a charity of choice for many companies in the direct response business, has set its inaugural charity dinner for October 26, 2007, at the Trump National Golf...

Girls Gone Wild's Francis faces more legal woes.(FieldReports)(Joe Francis)
May 1, 2007... PANAMA CITY, Fla. -- "Girls Gone Wild" founder Joe Francis' legal issues continued to mount as he remained in a Florida jail through Response's mid-April press time. Following an arrest on April 9, after he refused to surrender to U.S. marshals...

Jordan Whitney's program rankings.(Research)
May 1, 2007... 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)
May 1, 2007... 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 March 2007. Based solely on frequency of programs...

Backchannelmedia DRTV snapshots.(Research)
May 1, 2007... Copyright 2007. All rights reserved. Backchannelmedia Inc., 107 South St., Boston, MA 02111. Phone: (617) 728-3626; fax: (617) 517-7777; E-mail: ajohnson@backchannelmedia.com. Source of data: Tribune Media Services, the Federal Communications...

TMP search engine Internet popularity report.(Research)
May 1, 2007... 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 2007. The data has been provided by Google for searches on its site and Overture for...

In DRTV, a picture really is worth a thousand words.(From the Lab)
May 1, 2007... Within the course of your lifetime, you've more than likely heard the phrase, "A picture is worth a thousand words," spoken at least once or twice. That phrase, while cliche, is very true--especially when it comes to producing a successful...

Short-form DRTV media billings total $3.27 billion for '06: top-40 spending increases nearly $42.2 million in fourth quarter.(Research)
May 1, 2007... Concluding its third year of "to the dollar" short-form DRTV data from TNS Media Intelligence (TNSMI), Response announces a 10-percent increase of $294 million in total short-form DRTV spending in 2006 over 2005--$3.27 billion. In just two...

Making offers buyers can't refuse: when he brought his experience to MTV Networks two years ago, Brian Fays planned to turn the cable giant into a DR sales behemoth. Now, MTVN is reaping the rewards.(Cover story)
May 1, 2007... "The DRTV industry should be so proud of what we all have achieved," says Brian Fays, senior vice president at MTV Networks (MTVN), who heads up direct response and paid programming for Viacom's 17 ad-supported cable networks, including MTV,...

Plugging into 'new media' buying opportunities: cable leaders say that DR marketers take the lead in quantifying and qualifying new technologies.(Media Buying & Planning Guide)
May 1, 2007... Consider direct response advertisers the mavericks of marketing. Whenever new communication technologies emerge, they are among the first to explore the earning potential. They innovate ways to integrate targeted messages, and they are the...

Cable Network directory.(Media Buying & Planning Guide)(Directory)
May 1, 2007... Network Address Phone/Fax ABC Family 2877 Guardian Lane 757-459-6324/757-459-6426 Virginia Beach, VA 23452 Access 1020 15th St. ...

Building better response: hardware marketers find the most effective ways to reach their male demographic via cable TV.(Hardware Market)
May 1, 2007... It was just a decade ago when Tim Allen graced the airwaves as a bumbling tool man on ABC's hit sitcom Home Improvement. Allen stared as Tim Taylor, the host of the fictional TV show "Tool Time"--a cable program that introduced men to new power...

Is DRTV up North heading South? Satellite's bright, cable's stable and phone's future may be ringing. So what's this mean for DRTV in Canada? Experts say the news isn't all good.(6th Annual Canadian Market Guide)
May 1, 2007... You can learn a lot about the forces impacting DRTV in Canada by talking to Rob Woodrooffe. After all, he's the president of Interwood Direct, a Canadian-owned direct response company in Toronto. But you can also learn a good bit by peeking...

From intrusion to invitation: ads so compelling viewers actually want to watch them.(Media Zone)
May 1, 2007... When was the last time you produced a DRTV advertisement that viewers actually wanted to watch? One that drew them into the commercial and kept them there, all the while enticing them to pick up the phone--or, log onto the Internet--and learn...

Direct response industry and PCI compliance--are you ready?(Support Services)
May 1, 2007... Data breaches cause billions of dollars in damage to the economy. The threats are increasing and becoming more sophisticated. Companies like TJ Maxx, Stop & Shop and even banks have recently been under attack. The direct response industry is at...

Finding the limit to 'brother's keeper' regulations.(Legal Review)
May 1, 2007... In a November 2005 Response column ("Are You Your Brother's Keeper?"), we wrote about several recent Federal Trade Commission (FTC) orders that targeted not only the marketers who were responsible for allegedly deceptive advertising, but also...

Response ... on the road.(But Wait, There's More!)(Earl Greenburg and the Greenburg Family Foundation's Rick Weiss Humanitarian Awards )(Brief article)
May 1, 2007... Every April, Response does its part to support TMP's Earl Greenburg and the Greenburg Family Foundation's annual Rick Weiss Humanitarian Awards Gala in Rancho Mirage, Calif. This year's events took place on April 13-14. Earl Greenberg and...

Meet our advertisers.(marketing agencies)(Directory)
May 1, 2007... Atomic Direct CONTACT: Doug Garnett PHONE: 503-296-6131 E-MAIL: doug@atomicdirect.com URL: www.atomicdirect.com See our ad on page 32 Backchannelmedia Inc. CONTACT: Michael Kokernak PHONE: 617-728-3626 FAX:...