Response articles from September 2008

Response archives from September 2008

Participation is the first step to becoming a leader.(Editor's Note)(Editorial)
September 1, 2008... During a late-August visit to Thomas Jefferson's educational masterwork--the University of Virginia (that's the famous Rotunda behind me, at right), which he designed and founded in 1819--the many ideas and concepts our third president is...

Two INPEX products selected most likely to succeed on DRTV.(Field Reports)
September 1, 2008... PITTSBURGH and SANTA ANA, Calif. --During the annual Invention & New Product Exposition (INPEX) in Pittsburgh on June 13, Response Magazine sponsored and co-hosted a pair of panels that allowed qualified inventors to present their products to...

Sony to purchase full stake in SonyBMG.
September 1, 2008... NEW YORK - Sony Corp. has agreed to acquire Bertelsmann AG's 50-percent stake in SonyBMG. The music company, to be called Sony Music Entertainment Inc., will be a wholly owned subsidiary of Sony Corp. of America. Sony and Bertelsmann AG...

Obama campaign launches infomercial.
September 1, 2008... WASHINGTON--In early August, Democratic nominee Barack Obama launched a long-form television commercial for the 2008 presidential campaign. The infomercial is the first for a presidential candidate since Reform Party candidate Ross Perot in the...

FTC seeks up to $55 million in fed Court ruling against ITV Direct.(Field Reports)
September 1, 2008... BEVERLY, Mass.--In mid-July, U.S. District Court Judge George O'Toole Jr. ruled that two infomercials produced by ITV Direct Inc. and Direct Marketing Concepts, commonly owned by Donald Barrett, were deceptive. The Federal Trade Commission...

Consumer ability to skip ads could get easier.(Field Reports)
September 1, 2008... NEW YORK --A recent decision from the U.S. Court of Appeals for New York could make it easier for viewers to skip ads on television, reported AdAge.com. The court overturned a ruling that had blocked Cablevision--and by extension, other...

The Interactive Advertising Bureau (IAB) and Bain & Company.(News Corner)
September 1, 2008... The Interactive Advertising Bureau (IAB) and Bain & Company release a study that suggests that online publishers are increasingly turning to sales intermediaries known as ad networks to sell off excess inventories. The use of ad networks went...

Marketing research firm Forrester Research Inc.(News Corner)
September 1, 2008... Marketing research firm Forrester Research Inc. acquires JupiterResearch LLC and its parent company, JUPR Holdings Inc., from MCG Capital Corp. for $23 million.

Boost Mobile, a division of Sprint Corp.(News Corner)
September 1, 2008... Boost Mobile, a division of Sprint Corp., names Matt Carter as senior vice president and general manager. Carter, whose experience spans more than 20 years with companies such as Bristol Myers, Coca-Cola, Leap Wireless and BellSouth, will now...

As part of the overall restructuring and after a management agreement to purchase the agency.(News Corner)
September 1, 2008... As part of the overall restructuring and after a management agreement to purchase the agency, E&M announces it has made the following changes: Anthony Medico will serve as president, responsible for managing all operating units; Barry Jacobs...

John Miraglia, MTV Networks account executive for MTV Tr3s and MTVU.(News Corner)
September 1, 2008... John Miraglia, MTV Networks account executive for MTV Tr3s and MTVU, has added two networks to his sales plate. Miraglia is handling both MTV Hits and MTV Jams, which recently were opened for DR business. Also, effective Sept. 1, MTV Networks'...

DRTV agency Atomic Direct has wrapped up consulting projects for PLEO.(News Corner)
September 1, 2008... DRTV agency Atomic Direct has wrapped up consulting projects for PLEO robotic baby dinosaur and Presto, an electronic device that allows you to receive E-mails and photos without a computer or Internet connection. Atomic conducted message...

Portland, Ore.-based Euro RSCG unveils its digital and DRTV arm, Euro RSCG EDGE.(News Corner)
September 1, 2008... Portland, Ore.-based Euro RSCG unveils its digital and DRTV arm, Euro RSCG EDGE. The company's new identity highlights its core services: strategic planning, long form, short form, DRTV creative and production, direct marketing, online...

Philip Donahue is hired as president of Direct Response Media Inc.(News Corner)
September 1, 2008... Philip Donahue is hired as president of Direct Response Media Inc. Most recently, Donahue was vice president of strategic accounts and development for Lorel Marketing Group.

Hawthorne Direct names Mandy Wagler the media account management operations manager.(News Corner)
September 1, 2008... Hawthorne Direct names Mandy Wagler the media account management operations manager. Wagler, with Hawthorne Direct for almost seven years, works with clients such as Oreck, Aero Products Intl., Time-Life and Esteem. The company also names Lori...

REVShare, provider of cost-per-action television advertising, has named Thomas R.(News Corner)
September 1, 2008... REVShare, provider of cost-per-action television advertising, has named Thomas R. Moyes chief financial officer. Moyes brings more than 25 years experience in finance, strategic planning and accounting, much of it in the broadcast and cable TV...

Respond2, a DR creative agency, and Cmedia, a media planning.(News Corner)
September 1, 2008... Respond2, a DR creative agency, and Cmedia, a media planning, research and buying agency, acquire online San Francisco-based Chautauqua Communications, a company that specializes in online creative, digital media and direct mail. The newly...

Livemercial has hired Michael "Mic" Fabus as executive vice president/creative director.(News Corner)
September 1, 2008... Livemercial has hired Michael "Mic" Fabus as executive vice president/creative director. Fabus's background includes management roles in music, film, rich media, advertising, marketing and Web development.

Harrington brothers refocus on Omnireliant business; Amicable split from ResponzeTV deal is reached, allowing the long-time DRTV players to turn attention to OmniReliant, OmniResponse and TVGoods.com.(Q & A Response)(Interview)
September 1, 2008... Recent rumblings out of St Petersburg, Fla., and the United Kingdom regarding ResponzeTV PLC and its American arm, run by long-time DRTV industry leaders Tim and Kevin Harrington, were muted on August 5, when the Harringtons announced their...

Research Jordan Whitney's Program Rankings.(Statistical table)
September 1, 2008... TOP 10 INFORMERCIALS Rank Last Month Program Host Product 1 7 Meaningful Cindy Skincare Beauty Crawford system 2 2 ...

Research the IMS top DRTV national cable rankings.
September 1, 2008... TOP 5 VERTICAL MARKETS NATIONAL CABLE INFOMERCIAL RANKINGS RANK PRODUCT NAME MARKETING PRICE OFFERED AIRS COMPANY HEALTH & FITNESS 1 10-Minute Trainer BeachBody.com 4...

Research TMP search engine internet popularity report.
September 1, 2008... Research TMP Search Engine Internet Popularity Report RANK TITLE NUMBER OF DISTRIBUTOR SEARCHES 1 Girls Gone Wild 2,281,682 Mantra Entertainment 2 Proactiv Solution ...

DR radio media billings lower volume by 11.7 percent in 1Q 2008; Total number of measured individual DR short-form radio campaigns shrinks to just 72.(Research 1Q 2008 Radio Media Billings)(Statistical table)(Financial report)
September 1, 2008... This month, Response Magazine enters its fifth year of reporting and analysis of short-form DR radio data from TNS Media Intelligence (TNSMI). Continuing its fourth-quarter 2007 slide, DR radio suffered an 11.7-percent decrease of $1,781,800 in...

Hyundai's Super mobile Sunday.(HYUNDAI Cover Story)(Company overview)
September 1, 2008... Eric d' Ablaing and Patricia Romero say the automaker's successful mobile DR campaign during Super Bowl XLII played an important role in seeding the $80 million marketing launch for the new Genesis sedan. The bottom line for direct...

The multi-media retail store: today's retailers are finding that the only way to compete is to sell products in every outlet that the consumer is browsing - from traditional venues, such as store shelves and television, to more modern channels, such as online social communities and mobile.(Retail Market)(Company overview)
September 1, 2008... We've all seen the 30-minute infomercial for a new fitness product or cooking tool that eventually makes it from DRTV onto the local store shelves. But today, the line between products marketed through direct response and those branded...

Response magazine's 13th annual State of the Industry report; Members of the magazine's Editorial Advisory Board speak out on the current state of the direct response marketing industry.(Industry Report)(Industry overview)
September 1, 2008... As we close in on the 2008 presidential election, the direct response television (DRTV) market is again facing another test of its mettle. For decades, proponents of DRTV have contended that direct response was the one and only recession-proof...

A joint account: how ING Direct built an $80 billion direct response business by smart investments in traditional advertising.(Corporate Case Study)
September 1, 2008... The best return on investment may be in brand advertising, not in direct response," Jurie Pieterse, director of brand marketing, ING Direct, said in a keynote to the Philadelphia Direct Marketers Association in January 2008. "But both...

Piecing it together: the lines between DR and traditional agencies continue to blur as clients seek one-stop shopping.(Spotlight)
September 1, 2008... Time was that traditional agencies saw their DRTV cousins as threats, lurking in the wings ready to chip away at the control that the brand agencies had worked so hard to establish. As DR matured as a medium, however, those lines began to blur...

Recession insurance: how much would you pay?(Media Zone)
September 1, 2008... Whether our economy is technically in recession is moot. Consumers are behaving with recessionary caution--tightening their belts and polling with gloom. Four-dollar-per-gallon gas keeps casual shoppers on their couches with front-row views of...

A lifecycle strategy encourages a lifetime of consumer payments.(Support Services)
September 1, 2008... Consumers, like never before, are in control. They choose their brands. They determine when and how they will receive messages about your products and services. What's more, consumers today transact with forms of payment that didn't exist 10...

4 ways innovative industrial design gives you an advantage.(Retail Outlet)
September 1, 2008... Industrial design is, simply put, design for industry. Industrial designers work with marketers and engineers to create visually appealing, functional products for manufacturers and entrepreneurs. Innovation: "a new idea, method or...

When disaster strikes: the power of contingency planning.(Global Perspective)
September 1, 2008... The earthquake in Sichuan, China is one of the year's most tragic events, and the deadliest earthquake in recent times. The loss of life and the human suffering has been heartbreaking, making business concerns seem petty in contrast. Still,...

How fluent is your pitch?(Multicultural Mix)
September 1, 2008... The first question I ask any client selling on television or the Internet is, "How fluent is your pitch?" That's right-- even if you personally do not speak a single syllable of any other language, that doesn't mean that your product pitch...

New growth opportunities await DR radio landscape.(Radio Waves)
September 1, 2008... With the mass media's steady stream of gloom-and-doom messages about the state of the economy and its prospects for the future, Chicken Little must be doing cartwheels! But this popular perception of pessimism and paranoia means only one thing...

The rise of opt-in laws.
September 1, 2008... Opt-in laws are riding a strong wave on the regulatory waters. With increasing frequency, federal and state authorities are focusing their consumer protection missions on permission-based measures that could force marketers to rethink the way...

But wait, there's more! Response ... on the road.
September 1, 2008... The summer months are always a festive time in the direct response business, as cocktail events, networking cruises and other social events dot the calendar. In July and August, the Response team went coast to coast, from San Diego to...

Bulls-eye! hitting the target or target or targeting the hit?(Guest Opinion)
September 1, 2008... A wise friend once related to me this parable: A king is walking through a forest and sees an astounding sight--tree after tree with targets drawn on them, and, at the dead center of each one, an arrow firmly planted in the bulls-eye. The king...