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Direct Response Marketing

Field Reports

1 Jan, 2009 By: Thomas Haire, Jacqueline Renfrow Response


Murray, Pruett Join Response's Editorial Advisory Board


By Thomas Haire (

SANTA ANA, Calif. — Response Magazine, the only independent source of news and information for direct response marketers, welcomes a pair of well-known chief marketing officers in the financial and health services fields, Ken Murray of J.G. Wentworth and Ronald Pruett of Medco/Liberty Medical, to its Editorial Advisory Board.

Ken Murray, J.G. Wentworth
Ken Murray, J.G. Wentworth

Murray (Response, August 2008) has spent two decades in the financial services field, including a 12-year run at MBNA before joining J.G. Wentworth as CMO in 2006. Murray spearheaded the company's extremely successful 2008 "Opera" DRTV ad campaign.

Pruett (Response, February 2008), meanwhile, joined Liberty Medical in early 2007, shortly before Fortune 500 healthcare giant Medco Healthcare Solutions acquired the company. He's brought years of experience with companies like AIG and Liberty Mutual, as well as an entrepreneurial streak (exemplified by his creation of such businesses as and, to his position, which oversees all marketing programs from the Liberty Medical brand of diabetes products.

Ronald Pruett, Medco/Liberty Medical
Ronald Pruett, Medco/Liberty Medical

"These two newest members of our Editorial Advisory Board bring a new perspective to the group — that of the corporate marketer who believes wholeheartedly in the effectiveness of direct response methods," says Thomas Haire, editor-in-chief of Response. "With response-branded advertising becoming more and more prevalent, especially with the economy at a standstill and companies needing immediate ROI measurements, the addition of Ken and Ron to this group signifies Response's belief in and leadership of our growing industry."


Internet Advertising Revenues Up in 3Q


By Jacqueline Renfrow (

NEW YORK — Internet advertising revenues reached almost $5.9 billion during third-quarter 2008, an 11-percent increase over 3Q 2007, according to a report from the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers LLP (PwC).

The 3Q figures, reported in the IAB Internet Advertising Revenue Report, were the second-highest quarter results ever. For the first nine months of 2008, revenue was up from $15.2 billion in 2007 to $17.3 billion — a 14-percent increase from the past year. And compared with second-quarter 2008, advertising revenue rates are 2 percent higher.

"The growth of interactive advertising that we've been experiencing over the past few years has stabilized due in large part to the difficult current economic climate," says Randall Rothenberg, president and CEO of IAB. "Interactive advertising continues to be the most measurable and cost-effective way to reach consumers."

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