Response articles from October 2007

Response archives from October 2007

Forget Red October--the 2008 media season is already here.(Editor's Note)
October 1, 2007... Once again--as media buyers near and far can tell you--Red October is upon us! As we reach the fourth quarter of 2007, most traditional DR campaigns slow to their annual pre-holiday crawl awaiting the (hopefully) booming results of November and...

Long-time industry leader Rollie Froehlig, 65.(OBITUARY)(Obituary)
October 1, 2007... LEBANON, Tenn. -- Rollie Froehlig, president, CEO and chairman of National Fulfillment--a long-time presence in direct response marketing--was found dead by in his office company employees on the afternoon of Sept. 19. Local police said that...

New Moulton president focuses on technology.(Field Reports)(Brief article)
October 1, 2007... VAN NUYS, Calif. -- With long-time company leader Larry Moulton stepping into the role of chairman of the board, Anthony Sziklai, Moulton Logistics Management's (MLM) new president, is now leading the company's charge into technology investment...

Arvidson, IFS set to host Oct. 26 Wheelchair Foundation L.A. event.(RESPONSE Q & A)(Interview)
October 1, 2007... Imagine Fulfillment Services owner Andy Arvidson is what many people would call a "busy guy." However, "busy" doesn't really capture the essence of a man who rises each day well before dawn to jump on E-mail and hit the gym before putting in a...

FTC alleges Trudeau violated court order by misrepresenting bestseller.(Field Reports)
October 1, 2007... WASHINGTON -- Controversial best-selling author and infomercial spokesman Kevin Trudeau was charged on Sept. 14 by the Federal Trade Commission (FTC) with misrepresenting the contents of his latest book, "The Weight Loss Cure 'They' Don't Want...

September 2007 marked the 10th anniversary for Thane Direct.(NewsCorner)(Brief article)
October 1, 2007... September 2007 marked the 10th anniversary for Thane Direct. Through its 10 years of operation, Thane Direct has launched an impressive roster of hit products highlighted by the company's ability to build direct response products into global...

WorldLink and the new Big Ten Network have entered into an exclusive advertising sales agreement.(NewsCorner)
October 1, 2007... WorldLink and the new Big Ten Network have entered into an exclusive advertising sales agreement. Under the terms of the agreement, WorldLink will exclusively represent all short-form direct response advertisings sales for the Big Ten Network,...

David Lawenda has been appointed the new president of ad sales for Univision.(NewsCorner)
October 1, 2007... David Lawenda has been appointed the new president of ad sales for Univision. Lawenda joins Joe Uva, CEO of Univision, marking 20 years since the duo worked together at CNN Headline News. Lawenda brings with him vast experience, working at...

Fosdick Fulfillment has been granted the designation of Level One PCI (Payment Card Industry) Data Security Standard compliance and has exceeded all requirements for PCI compliance listing by VISA USA.(NewsCorner)
October 1, 2007... Fosdick Fulfillment has been--through extensive program development, review and certification--granted the designation of Level One PCI (Payment Card Industry) Data Security Standard compliance and has exceeded all requirements for PCI...

Dorothy McKillip has been appointed to the position of media supervisor at Tower Media.(NewsCorner)
October 1, 2007... Dorothy McKillip has been appointed to the position of media supervisor at Tower Media. McKillip brings with her 12 years experience, having worked as the senior long-form media buyer at Cannella Response Television.

Response editorial contributor Bridget McCrea recently won the Charlie Awards' Gold editorial award in the "Best Feature, Trade/Technical" category.(NewsCorner)
October 1, 2007... Response editorial contributor Bridget McCrea recently won the Charlie Awards' Gold editorial award in the "Best Feature, Trade/Technical" category. McCrea's article, "All the Right Moves" was published in the March 2007 edition of Florida...

Jordan Whitney's program rankings.(Research)
October 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)
October 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 August 2007. Based solely on frequency of programs...

Backchannelmedia DRTV snapshots.(Research)
October 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)
October 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 August 2007. The data has been provided by Google for searches on its site and Overture for...

Giving away the farm produces yield.(From the Lab)
October 1, 2007... Since Take2 Direct has been in the direct response business, we've heard--time and time again--how Gillette has been brilliantly creating the world's best continuity program. Without question, Gillette has been a perfect role model for...

2Q 2007 long-form media billings tumble 12 percent: record number of timeslots is purchased as the average cost of a half-hour block sets new low.(2Q Long-Form 2007 Media Billings)
October 1, 2007... Long-form DRTV media billings in second-quarter 2007 tumbled $40.9 million from 2Q 2006's record results--a 12-percent decline to $300,104,400. However, billings remained above $300 million for the seventh straight quarter. This is due to an...

Gaining a direct response Advantage: Advantage Rent A Car's Sean Buck and Michael Wilson say direct response plays an ever-expanding role in the growing company's marketing plans.
October 1, 2007... Advantage Rent A Car is aware that direct response marketing is rapidly becoming a part of most large companies' marketing mix. "Tracked results are extremely important to today's marketer," notes Sean Buck, advertising and marketing...

Full speed ahead! The automotive industry turns to DRTV in droves to get the word out about itself, its dealerships and its products.(Automotive Market)
October 1, 2007... When the typical consumer is in the market for a new or used car, getting one usually entails a quick perusal of the Internet to compare makes, models and prices, followed by a Sunday afternoon drive to one or more local dealerships to check...

The race is on: on every station, that is. Election 2008 and other challenges give media buyers a run for their DR dollars.(Media Planning & Buying Guide)
October 1, 2007... Get ready for a spike in media costs--a super-duper one. Well into fourth-quarter 2007, direct response media buyers already feel the sting of upcoming presidential primaries. With no clear Democratic or Republican frontrunner and nearly 20...

Digging for new sales: more and more direct response marketers are using database mining to add to their bottom lines.(Database Mining)
October 1, 2007... How many times has the following scenario played out? Product XYZ has performed successfully in all major direct response channels and makes its way to retail distribution. A few months pass by, and now the company that produces Product XYZ...

Thinking about DRTV? What a brand manager needs to know.(Media Zone)
October 1, 2007... It is estimated that just one in 25 infomercials succeed. However, the success rate for those marketers who take the time to select experienced, expert DRTV vendors is much higher. From the simple question of whether the product is even right...

Ready, set, go: retail here we come!(Retail Outlet)
October 1, 2007... Congratulations, you have arrived at the milestone in your company's history when you are finally ready to sell your product at retail. You've been down the roads of anxiety, peril, product development, package development, testing numerous...

Five more keys to negotiating with the Chinese.(Global Perpective)
October 1, 2007... One year ago, I wrote my first column for Response, entitled, "Five Keys to Negotiating With the Chinese," which revealed how the Chinese think during business negotiations. In this anniversary column, I'm adding five more keys to my original...

New FDA dietary supplement rule presents challenges.(Legal Review)
October 1, 2007... Marketers are coming under increasing scrutiny because of government-ordered recalls of products that have the potential to harm users. A new final rule recently issued by the United States Food and Drug Administration (FDA) increases the risk...

Is it possible to hear success?(Radio Waves)
October 1, 2007... The first thing a potential marketer asks me about producing a long-form TV infomercial is, "What do you see as our potential for success on TV?" They ask this question as if I were able to look into a crystal ball. The reality is that a...

Meet our advertisers.(Directory)
October 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 46 Cannella Response Television Inc. CONTACT: Frank Cannella PHONE:...

Response ... on the road.(But Wait, There's More!)
October 1, 2007... The Electronic Retailing Association (ERA) held its 17th annual convention at the Venetian in Las Vegas, Sept. 30-Oct. 2. The three-day event always offers up a vast array of private parties, as well as affiliated events. As usual, Response was...

Jockeying for position: get your Web site out in front; Search engine optimization can help put your Web site ahead of the pack.(Net Gains)(Website overview)
October 1, 2007... Search engines like Google and Yahoo! troll the Internet constantly, categorizing and ranking Web sites so users can find what they're looking for. Those listings are free... and extremely popular--online searching is more common than any...