Dick Wechsler

Media worlds are colliding. It's now impossible to separate offline and online media. As a result, measurement has grown increasingly complex. The challenge we now face is how to accurately attribute online response back to originating offline media.

At the end of 2008, with the economy in a freefall, we anticipated a media-buying bonanza in 2009. It stood to reason. January is always the best time of the year for media, anyway. And with major banks folding, American auto companies on the verge of bankruptcy, and just about every industry...more >>

Wow, the amount of data direct marketers now have at our fingertips is dizzying. The variables we are able to isolate and analyze are mind-boggling. The limitless ways in which we are able to compare and analyze all these variable is mesmerizing.

The bar is getting higher for direct response television marketers. The traditional measures of cost-per-lead, cost-per-order and cost-per-call are no longer enough to support a product as it vaults from DRTV into retail and other sales channels that, combined, deliver far richer revenue sources...more >>