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Direct Response Marketing

Field Reports

1 Oct, 2006 By: Thomas Haire, Courtney Beth Pugatch Response


"Response Expo will mirror the growth of the magazine during the past two years," says John Yarrington, Response publisher. "With our focus to drive more corporate marketers into the direct response world, nearly half of our readers now come from corporate leaders in DR's key vertical markets. Our attendee base for the Expo should be similar."

With a dozen seminars scheduled, Thomas Haire, Response editor-in-chief, and Greg Sarnow, founder of the Direct Response Academy in Austin, Texas, are teaming to bring in some high-impact voices from the corporate world now using DR as well as the leading voices in the direct response world.

"We have set a high standard, with cover stories on companies ranging from Gateway to DuPont and from Schering-Plough to the Los Angeles Dodgers," Haire contends. "We intend to meet that standard with our speakers and conference track."

 

Internet Ad Spending on Rise

 

By Courtney Beth Pugatch (cpugatch@questex.com)

NEW YORK — The amount of money spent by companies advertising on the Internet accounted for approximately 6.4 percent of overall U.S. ad spending during the first half of 2006.

In a report compiled by TNS Media Intelligence (which supplies Response with its quarterly DR short-form television and DR radio media billings results), the company discovered that ad spending on the Internet is on the rise. Advertising on the Internet has increased nearly 19 percent, from $3.9 million in 2005 to $4.7 million this year.

The report also discovered that overall ad spending was flat in comparison, climbing only 4.1 percent to $73 billion. Six of the top 10 advertisers shrank their budgets, some reducing their advertising by more than 13 percent.

"Once the top 50 advertisers start to shift more of their dollars, the growth rate on the Internet could increase even higher," Steven Fredericks, TNS Media Intelligence president and CEO, said in a statement. "I think they would like to see more accountability relative to the Internet in terms of proof-of-performance."

The figures released by TNS Media are roughly in line with those released by Nielsen Monitor-Plus in early September.

 

Kennedy Joins Response's Editorial Advisory Board

 

SANTA ANA, Calif. — Response Magazine, the only independent source of news and information for direct response marketers, welcomes Maria Kennedy of Discovery Communications Inc. to its Editorial Advisory Board.


 

Kennedy is vice president, direct response advertising sales for Discovery, where she has been a fixture in the DR business since 1990. Discovery has grown from two cable networks to 13 in that time.

"Maria is one of the long-time leaders in the DRTV industry," says Thomas Haire, editor-in-chief of Response. "Her expertise in the media world will add incredible and distinct value to the Editorial Advisory Board. And her perspective from the cable network side of the business, along with that another recent addition — Brian Fays of MTV Networks — strengthens Response's perspective when writing about the media sales side of the business."

 

News Corner

 

By Courtney Beth Pugatch (cpugatch@questex.com)

 

  • 1. C Spot Run Productions has completed the re-branding of Invent Help with eight new short-form commercials that began testing Sept. 18 with Mercury Media. C Spot Run wrote and produced the commercials to reach out and touch a clearly diversified demographic.

 

 

 

  • 1. Digicorp Inc. has signed an agreement with Studio Store Direct to distribute successful DRTV commercial spots on DVD. The DVDs are expected to hit retail shelves this month, and will feature products like the Blue Hippo and Nu-Wave Oven.

 

 

 

  • 1. Northern Response Intl. Ltd. is rolling out TELEBrands' Owl Wallet Optical-Light to all major retailers across Canada. The Owl has been supported by a DRTV spot featuring a credit card-size magnifier and light that allows the user to clearly see menus, checks, labels and read in dimly-lit places.
Wendi Cooper, chair of the ERA Invention Showcase, congratulates Michæl D. Moss and Dennis Moss, M.D., inventors of the Brooklyn Bagel Slicer, after they received top honors among inventors during the ERA convention in Las Vegas on Sept. 12. Dozens of inventors helped the Invention Showcase celebrate its ninth year as part of the ERA's annual expo.
Wendi Cooper, chair of the ERA Invention Showcase, congratulates Michæl D. Moss and Dennis Moss, M.D., inventors of the Brooklyn Bagel Slicer, after they received top honors among inventors during the ERA convention in Las Vegas on Sept. 12. Dozens of inventors helped the Invention Showcase celebrate its ninth year as part of the ERA's annual expo.

 

 

  • 1. Upsellit.com|~Upsellit.com/ introduced its new SMARTagent at the ERA conference in Las Vegas. The SMARTagent is a new way to create a personalized, no pressure experience by engaging Web site consumes into a chat, saving sales after shopping carts are abandoned by uncertain consumers.
  • 2. TiVo posted a quarterly loss that totals $6.5 million, or seven cents per share, for the second quarter ending July 31. The company blames its loss on hefty legal fees associated with an intellectual property patent dispute.

 

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