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Direct Response Marketing

Editor’s Note: Adding Value and Accessibility Helps Our Readers, Advertisers

1 Jan, 2012 By: Thomas Haire Response


Thomas HaireAs we kick off 2012, you will notice a few different additions to the pages of Response, each designed to give you more of the best information while also making your experience with Response and our website (responsemagazine.com) more interactive.

First, we’re pleased to debut two new research pieces in the magazine, both provided by Nielsen. First, on page 14, the Nielsen Top 50 DMA Local Cable rankings gives you a look inside Nielsen-measured local cable popularity for short-form direct response ads. The company measures local spot cable in 50 of the nation’s top 61 DMAs, making the snapshot provided here a welcome addition to Response’s array of industry research.

Then, on page 29, inside our feature story on the sports-and-fitness market, Nielsen ranks the top cable networks for reaching both the female and male demographic groups from ages 18 to 35 — the prime target age for many DR fitness programs. This ranking will focus on different demographics based on the target markets for each vertical space (healthcare, housewares, financial services and so on) highlighted by Response each month.

Finally, on page 10, you will find a series of QR codes and links that will prompt you to new and important information on the Response family of websites (responsemagazine.com; responseexpo.com; thedrma.com). Response wants you to have the information you need when and where you need it — whether in print, online or on your mobile device, and this new monthly feature will help you get to that information even faster.

All of these new additions are designed to continue to make the Response family your one-stop location for news, research, networking and regulatory information. Our 20,000 third-party-verified opt-in magazine readers, 15,000 subscribers to one or more of our online publications (Response This Week, The DRMA Voice) and 3,000 Expo attendees deserve to know that the value they’ve received in the past are just the building blocks of the value we will continue to provide in the future.

As those in the media sector of our business know, results are what matter. Sometimes, to get the results your clients need, media agencies might have to spend a little more money to hit the networks with the best demographics or the markets with the most affluent consumers. Take, for example the wholly unsurprising fact that half of the top 10 DMAs ranked in our new Nielsen Top 50 are also ranked among the top 15 overall TV markets in the U.S. Lesson: you get what you pay for.

With Response, advertisers know who they’re reaching every step of the way — and that they’re reaching readers who are real marketers and leaders in the business, rather than just hoping another publication’s salesperson’s word isn’t merely cover for an unaudited list of 5,000 print readers. Adding editorial value and accessibility via digital formats only makes those readers more valuable to us, and especially to our advertisers.

Check out this month’s new additions and keep your eyes opened for others as 2012 unfolds!

— Thomas Haire, Editor-in-Chief

Twitter: @THrants


About the Author: Thomas Haire

Thomas Haire

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