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Direct Response Marketing

News Corner February 5, 2014

5 Feb, 2014 By: Doug McPherson

The Direct Marketing Association announces two senior staff appointments: Jane Berzan, senior vice president, programs, and Cliff Johnson, senior vice president, membership and marketing.

Ron Guerra joins Koeppel Direct as an account executive handling national accounts with an emphasis on client relations. Guerra, most recently with Broadcast Communications Media, has worked in the direct response business for more than 15 years.

Direct response radio buying specialist Brett Charest joins American Target Network® as vice president of radio networks to lay the groundwork for expanding the company’s radio products.

Safe-T-Stool, a stepstool engineered to never tip or flip, entered the market with high demand and rave reviews last week on QVC, selling more than 1,700 stools in less than 10 minutes. The design makes it physically impossible to turn over, regardless of where you stand on the top of the stool.

Time Warner Cable posted higher profits in fourth-quarter 2013 and grew 5.3 percent in net profit to $540 million during the period, with company-wide revenue inching up 1.7 percent to $5.58 billion.

nRelate, which acquired in 2012, offers a new ad tool that gives publishers editorial control over the type of native ads they serve up on their websites and the revenue the ads generated. The feature assigns a “maturity” level from zero to 100, depending on the image and keywords that appear in the ad.

A new report from IDC says 69 percent of consumers say their smartphone was a critical tool giving them a better shopping experience and 70 percent said they plan to use their smartphone to help their shopping experience this year. While shopping, 70 percent of smartphone owners check prices via their phone and 50 percent check reviews. More than half (53 percent) check for deals on the Web, and 40 percent check for latest deals on an app.

Social media management platform HootSuite acquires social analytics platform uberVU to provide clients deeper insights on campaigns across sites such as Facebook, Twitter and LinkedIn.

TV Guide Magazine and CBS Interactive properties will be promoting each other’s products. Selected TV Guide content will be featured in a new section on CBS Interactive’s and properties. TV Guide Magazine subscriptions will also now be promoted in CBSi properties.

Almost half of respondents surveyed by Accenture in a six-market study are interested in buying into new smartwatch functionality, while more than 40 percent are interested in wearable glasses. Early adopter and early majority consumers like new functionality, available either as a wearable device or an app – more than 70 percent of early adopters are interested in buying functionality for everything from vehicle navigation and home security, to personal safety and health and fitness.

The joint effort of comScore and the Coalition for Innovative Media Measurement’s measurement service (formerly called Project Blueprint) expands and now includes multiplatform advertising, mobile video, time-shifted viewing and children’s viewing. The service will now be available to both CIMM and non-CIMM member companies.

New owners at the Boston Globe and Washington Post are raising hopes that new management and fresh ideas will breathe life into the ailing newspapers after years of declines. At the Globe, John Henry Jr., a co-owner of the Boston Red Sox, assumed the title of publisher and appointed Mike Sheehan, former CEO of Hill Holliday, as CEO. At the Post, now owed by Amazon founder Jeff Bezos, plans are underway to hire dozens of new reporters, including five political reporters, photo editors, a breaking news desk and data visualization specialists, among others.

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