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Direct Response Marketing

Field Reports

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

Google's purchase of was announced Oct. 9. The deal is being reported at $1.65 billion following YouTube's talks with several other companies. Google has planned on integrating its search technology and advertising programs to maximize revenue.


The agreements between CBS, Universal Music Group, SonyBMG Music and YouTube come just a month after a deal made with Warner Music Group Corp.

CBS has said that it will create its own brand channel, providing short-form video content, starting by the end of October. Tentative plans currently have news, sports and short clips from primetime programming available for viewers, with YouTube and CBS sharing revenue from advertising sponsorships of CBS videos.

YouTube and CBS will also work together to halt distribution of copyrighted content with new technology to locate the content and remove it. CBS will have the option of keeping the content on the Web site and taking a piece of the advertising revenue on the page.

Universal Music Group and Sony BMG will also work with YouTube to filter out copyrighted content that is not authorized to be on the Web site. The music companies will also create channels to feature music videos of up-coming artists. Sony BMG has also said that it will allow its artists' work to be used in amateur video maker's uploads for a share of the advertising revenue.


Response's Thomas Haire Moderates SEM Conference at DMA06


SAN FRANCISCO — Response Editor-in-Chief Thomas Haire moderated a panel entitled, "Optimizing ROI: How Search Engine Technology Is Changing DRTV," on Oct. 19 at the DMA06 Conference in San Francisco. The session drew a strong crowd as part of the DRTV Post-Show Intensive series of seminars.

Joining Haire on the dais were: Doug Garnett, Atomic Direct, Portland, Ore.; Joseph Gray, REVShare Corp., Temecula, Calif.; Peter Hershberg, Reprise Media, New York; Dr. Stephen S. Kelley, hawthorne direct inc., Fairfield, Iowa; and Jason Kleiner, Livemercial Inc., West Palm Beach, Fla.

"DRTV is an industry that understands search, as it is driven by customer intent and purchasing behavior," Hershberg says. "The audience was so receptive to the panel discussion that one audience member suggested buying search campaigns first and then using the resulting data to inform TV buying."


Response Debuts Exclusive New Research From Backchannelmedia


BOSTON and SANTA ANA, Calif. — Response Magazine, the only independent source of news and information for direct response marketers, and Boston-based Backchannelmedia Inc. are pleased to announce a partnership on a new page of exclusive media research that will appear monthly in the magazine (just turn to see the debut edition).

"We are excited to share this research with Response, as well as the industry," says Michael Kokernak, founder and co-CEO of Backchannelmedia. "We have always felt that the key to converting general advertising to direct response principles would be grounded in our industry's ability to communicate. DRTV Research is part of our company's grassroots efforts, after 10 years of development, to attract Fortune 500 advertisers to an industry that has the potential to remake U.S. commerce."


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