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Response This Week November 7, 2012

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Response Magazine October 2012

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INDUSTRY NEWS
TV Political Ad Revenue Up 68 Percent Over 2008 
MONTEREY, Calif. – If – after all the political ads you’ve weathered this year – you think maybe the campaign broke a record in spending, you’re exactly right.
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Hurricane Sandy May Cost $500 Million in Media Revenues 
NEW YORK – Hurricane Sandy not only hammered the New Jersey coast and New York City. It also appears to have dealt a bruising blow to the ad industry and media revenues. Some estimate the cost to be half a billion dollars.
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FTC Looks to Put Robocalls on Hold 
WASHINGTON – Five telemarketing companies in Arizona and Florida are getting a serious busy signal after allegedly making millions of illegal pre-recorded calls.
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9.4 Billion Video Ads Viewed in September, More Than One-Third Higher Than 2011 
RESTON, Va. – comScore Inc., a digital measurement company, released a report showing that 181 million U.S. Internet users watched more than 39 billion online content videos in September, while video ad views totaled 9.4 billion.
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Vantiv to Acquire Litle & Co. for $361 Million  
CINCINNATI – Vantiv Inc., a leading provider of payment processing services and related technology solutions for merchants and financial institutions, announced today that it has signed an agreement to acquire Litle & Co. for $361 million.
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Job Board

NEWS CORNER

Fosdick Fulfillment Corp., a full service direct marketing fulfillment company, appoints Christopher Pappas to the position of process manager. Pappas will analyze department processes and offer solutions for improvement.

Lindsey Carnett, CEO and president of bicoastal firm Marketing Maven Public Relations, has been nominated for the annual Pacific Coast Business Times 40 Under 40 award. The company also announces Greg Bankhurst as its vice president of branding. He will continue to build the marketing firm’s hospitality and gaming division, which will include public relations for restaurants, spas, cruises, hotels and gaming.

Coast to Coast Fulfillment Inc., a DRTV product fulfillment house, is doubling the size of its warehousing and order-processing center in West Greenwich, R.I. Despite the challenging economy, Coast to Coast’s sales have jumped 39 percent since 2010. In March, Coast to Coast purchased 14.5 undeveloped acres adjacent to its facility to create a compound totaling 20 acres.

Ifbyphone, a voice-based marketing automation company, announces the results of a responsiveness study that ranks retail brands on how quickly customers could connect for a live conversation. While the results indicated that the majority of local stores (81 percent) answered in less than 60 seconds, one in five stores took longer than a minute to answer. To see the full rankings, visit http://www.stores.org/STORES percent20Magazine percent20July percent202012/top-100-retailers.

A privacy company called Abine releases a tool that allows people to estimate how much their vote is worth to the presidential campaigns, as measured by ad dollars. The interactive tool asks users to enter factors like gender, voting history, state of residence, number of Facebook friends, and how often they visit news sites. The tool then calculates an estimate of the amount of ad spending in all media by campaigns to reach that user.

A new study from Rosetta, an interactive marketing agency, shows presidential candidates failed to take full advantage of online media. Rosetta assessed the online media campaigns of President Barack Obama and Republican nominee Mitt Romney based on the same criteria they would use to review brand campaigns from Sept. 10 through Oct. 23. Obama’s campaign responded well to perceived wins and losses by the media through paid-search ads and landing pages. He was specific about calls to action and responding to specific topics. Search ads pointed to landing pages supporting his points, but Romney’s camp didn’t really take full advantage of that tactic.

Despite the amount of political media analysis focused on television’s political impact, online video is also playing a greater role in influencing voters’ views, according to a report from Wesleyan Media Project. More than half of registered voters watched political videos online during the presidential campaign season, says analysis by the Pew Internet & American Life Project. Among registered voters who use online media, the percentage was even higher – 66 percent – with a slight edge going to Democrats (69 percent) versus Republicans (64 percent) and independents (65 percent).

Netflix still has a large lead over its smaller competitors in the paid digital video marketplace. When asked what paid video services consumers watched in September, Netflix had a 82 percent score among 1,115 North American consumers, with Amazon Instant Video at a 22 percent, iTunes at 16 percent, and Hulu Plus at 8 percent.

NBCUniversal posts big revenue gains for its parent company Comcast Corp. in 3Q 2012 from its Summer Olympics advertising. Total third-quarter advertising revenue from its broadcast properties was 84-percent above the same period a year ago, climbing to $2.8 billon. Overall, revenues including cable TV businesses surged 31.2 percent to $6.8 billion.

GNC prepares to launch the second phase of its “Live Well” campaign in January with TV, out-of-home, print and online advertising. The campaign, which began 2011, aims to continue to strengthen GNC’s brand and broaden its market appeal to a whole host of new consumers, encouraging them to live a healthier lifestyle.

The BIA/Kelsey’s annual U.S. local media forecast released Monday says that by 2016 local online, interactive and digital advertising revenue will reach $38.1 billion. The firm expects a 12.4-percent compound annual growth rate (CAGR) between 2011 and 2016, compared with a 0.4-percent CAGR for traditional advertising revenue.

Warren Buffet, the billionaire owner of investment firm Berkshire Hathaway, is adding another direct marketing business to his cadre of similar holdings by purchasing Web and catalog retailer Oriental Trading. Berkshire Hathaway says it likes the retailer’s management and its long history as a direct marketer of party supplies, arts and crafts, toys and novelties, school supplies, home décor and giftware. Berkshire Hathaway also owns Pampered Chef, a direct seller of high-quality kitchen tools.

UPCOMING DR EVENTS

COMING UP:

ad:tech New York
November 7-8, 2012 | New York, NY
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DRMA Winter Bash
December 11, 2012 | New York, NY
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JOB BOARD

Check out all of the new postings on Response's Job Board!
A niche job board for those with careers in all aspects of the direct response industry. Here are the featured jobs of the week:

Position: Director, Communications/PR/Marketing - Careers in Transition Inc.
Location: Washington, DC
Posted: 10/19/12
View/Apply

Position: Senior Marketing Specialist - AMA Insurance Agency
Location: Chicago, IL
Posted: 10/11/12
View/Apply

Position: Director - Mullen Marketing Search
Location: New York, NY
Posted: 10/11/12
View/Apply

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