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Direct Response Marketing

News Corner January 8, 2014

8 Jan, 2014 By: Doug McPherson

Mercury Media, an independent direct response media agency, appoints Ruben Hernandez president of long-form, where he will oversee all long-form media, new business development, client services and operations.

Two lucky staffers at Cannella Response Television recently won $1,500 holiday shopping sprees at Target, but instead of keeping the windfall, they shared it with others. Michelle Domagalski, media program scheduler in the company’s Burlington, Wis., office, loaded her cart with toys, games and other goodies and then donated the items to local charities. Stephanie Ly, a media buyer in Los Angeles, gave co-workers iPads. The company also announces that Ankeet Shah has joined the company as director of information technology and systems.

GroupM is launching a buying and planning agency dedicated to digital distribution, addressable TV, hyper-local TV and interactive TV this week. The unit, dubbed Modi, will have 20 employees led by Michael Bologna, GroupM's director of emerging communications. Modi will be available to GroupM's agencies and clients, and will also seek business from clients not affiliated with GroupM shops.

Saddle Creek Logistics Services announces president Cliff Otto is also its CEO effective immediately. Otto joined Saddle Creek in 2001 and became president in 2007.

DMW Direct, a leading direct response advertising agency, names Leslie Lawrence as an account manager. She will contribute to client accounts including AmeriHealth Caritas and IBC.

REELZCHANNEL promotes Diane Villegas to vice president of affiliate marketing and Andrea Jomides to director of national distribution.

Incite Media Labs, a company that delivers data on video distribution and viewer behavior on social networks, tracked 250,000 branded videos to see how they engaged consumers on Facebook, Pinterest, YouTube and Twitter. The top performers: Chevron, Papa John’s, Lanvin, Hilton, Hard Rock Café and Tiffany’s.

Two Facebook users sue the social network for allegedly scanning the "private" messages that users send to each other on the platform. They claim the practice enables Facebook to mine user data and profit from those data by sharing them with third parties.

On a calendar year basis, many top-10 cable networks posted yearly viewership losses, says Nielsen. USA Network was down 8 percent in total average prime-time viewers to 2.68 million. ESPN fell 6 percent to 2.21 million. History Channel slipped 2 percent to 2.11 million, and TNT was off 5 percent to 2.07 million. Fox News dropped 13 percent to 1.79 million, while ABC Family went south 11 percent to 1.22 million. Syfy was off 8 percent to 1.19 million, and Food Network lost 7 percent to 1.12 million viewers. Networks on the rise: Disney Channel added 2 percent to 2.44 million, while TBS enjoyed a 3-percent bump to 2.01 million. FX improved 4 percent to 1.47 million, and Discovery climbed 5 percent to 1.36 million. HGTV grew 7 percent to 1.27 million, while a resurgent Lifetime gained 7 percent to 1.27 million.

IBM Digital Analytics Benchmark says mobile traffic accounted for more than a third of all online traffic in the fourth quarter, up 40 percent over the same quarter last year. Mobile sales accounted for 17 percent of all online sales, an increase of more than 46 percent over last year with overall online sales up 10 percent. More actual transactions happened on tablets than smartphones, with tablet sales at 12 percent of online sales and smartphones at 5 percent.

The New York Times unveils a major redesign of its website Jan. 8 as part of a larger push to improve and expand the brand's digital publishing platform, with an eye to highlighting journalism and advertising.

Pew Internet & American Life Project says 73 percent of adults who go online use a social network site of some kind. Facebook dominates, but 42 percent of adults use multiple social network sites. The report suggests Instagram users are nearly as likely as those on Facebook to check in to the site daily.

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