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Direct Response Marketing

Field Reports

1 Feb, 2007 By: Thomas Haire, Courtney Beth Pugatch Response

• Backchannelmedia named Keith Krach to the company's board of advisors. Krach brings with him more than 30 years of technology leadership and will be instrumental in helping the company execute on its vision to bring accountability to television advertising.

• WorldLink has taken on direct response spot sales for Azteca America, a well-known Hispanic television network. Under the terms of the agreement, WorldLink will be the exclusive DR spot sales representative for Azteca America.


• Arline Kramer announced her departure from Emson after 16 years to form Remarkable Products Intl. Inc. The company is a worldwide sales and distribution firm representing the leading producers of the hottest DRTV products.


• Northern Lights Direct Response Television will launch a new direct response television and radio campaign for Grey Power Insurance Brokers. The creative, production and media buying for the campaign will be handed by Northern Lights.

• Motivational Fulfillment and Packaging Services has changed its name to Motivational Fulfillment and Logistics Services. The change became official Jan. 1. Motivational wants its clients and prospective customers to understand that it combines individual consumer fulfillment with retail distribution.


Online Spending to Increase in 2007


By Courtney Beth Pugatch (

CHICAGO — Nearly 85 percent of respondents to a survey reveal that online direct response expenditures will increase during 2007. The spending projection is the largest since the survey began in 2003.


The Alterian Annual Survey asked more than 500 direct marketers, marketing services providers and agencies questions about their future marketing endeavors. While the majority will increase online direct marketing, 51 percent of these marketers also plan to boost their offline direct spending in 2007.

More than 81 percent of respondents plan to increase spending on E-mail marketing, with only half of all surveyed wanting to spend more on direct mail. "The survey shows positive trends for the marketing industry in general, and a well defined shift in spending and activity as marketers are moving towards true integration backed by analysis and successful supplier relationships," said David Eldridge, Alterian's chief executive officer, in a statement.

Eldridge also commented that these marketers are using a combination of E-mail and online marketing techniques with their traditional direct marketing tactics to establish competitive advantages to serve their consumers better.

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