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Direct Response Marketing

News Corner April 2, 2014

2 Apr, 2014 By: Doug McPherson


Michael K. Lyons, recently the senior director of direct response at ESPN, is heading west to InterMedia Advertising® to serve as vice president, media director.

Mojo Now, an E-commerce platform serving DRTV, welcomes Nellica Rodolosi as marketing and project manager.

KSL Media Trustee David Gottlieb asks a U.S. Bankruptcy Court to void a settlement agreement struck by the agency and former client Cumberland Packing Corp., marketer of Sweet’N Low. Gottlieb argues that the $10 million deal, under which former KSL executives Kal Liebowitz and Hank Cohen were apparent beneficiaries, constituted a “fraudulent transfer.”

Samba TV announces Sandy Shanman as chief revenue officer to lead global demand-side strategy and sales efforts.

Bright House and DirecTV deliver the best customer experience in the TV services industry, according to the 2014 Temkin Experience Ratings, an annual ranking of companies based on a study of 10,000 U.S. consumers.

If Aereo loses its battle with broadcasters in the Supreme Court this summer, it will probably go out of business, according to an interview with the company’s CEO, Chet Kanojia. “The deck seems stacked against Aereo,” writes Jim Barthold of FierceCable, noting that the Justice Department recently “threw its support behind broadcast networks ... in claiming that Aereo gives consumers access to copyright content and doesn’t pay licensing fees for that content.”

TV news viewership rose in 2013 versus 2012. Combined, the three commercial broadcast evening news networks – ABC, CBS, and NBC – enjoyed a 2.3-percent increase in overall viewership to some 22.6 million, per Pew Research.

The New York Times will introduce two new digital subscription offers as part of a tiered subscription plan beginning this week, along with several more features in its existing digital packages, as well as a new native ad product for mobile. The new digital sub options should help the Times recruit more subscribers with lower prices for access to basic content.

A report from Millward Brown says a typical multiscreen user consumes seven hours of screen media per day during a five-hour period. In most countries, smartphones are now the primary screen, taking up 2.5 hours of time daily. Smartphones and laptops dominate daytime screen use while TV takes center stage in the evenings, when tablet use also peaks.

In a move that effectively establishes “viewable” impressions as the currency for online display and video advertising, the Media Rating Council lifts an industry moratorium on the new metric. The move follows a period of review of the major third-party research supplier’s methods for calculating “viewability,” establishing a standard for comparing data from various vendors regardless of the methods they use.

NBC says it will launch six new original scripted series this summer, its largest number of off-season shows ever. NBC has had a leading position in summer viewing, much of it courtesy of “America’s Got Talent.”

The University of Southern California will offer a Google Glass journalism class this fall where students will be asked to think about the future of newsgathering, as well as develop new apps to aid their storytelling.


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