Higher Infomercial Rates Push Marketers into Spots
Direct response industry pundits began declaring a year ago that the short form spot would once again be…
Ray Cook, Black Rock Hit Airwaves with Golf Infomercials
In an attempt to replicate the astonishing infomercial success of Adams Golf Inc., Austin, TX, several golf equipment…
Save on Media Buys: Air Profitable Commercials Only
The age-old guideline for making money in financial markets is: buy low, sell high. The direct response industry…
Reuters AdValue Network Plans to Target DRTV Buyers
Reuters America, the media and transaction management giant, hopes to sign up more DRTV media buyers to its…
Rate Hikes Scare Buyers: Competition for Cable Media Grows
As cable networks lure a bigger share of media dollars this year, direct response advertisers expect to be…
Paxson Venture with Guthy-Renker Appears Stalled
It appears that the programming joint venture between Guthy-Renker Corp., the DRTV marketing company in Palm Desert, CA,…
Good Planning Can Keep You Out of Court
As I recently finished a week of arbitration over bitter disputes about a long-term agreement and business relationship,…
K-Tel Direct Pulls Out of Media Buying
K-Tel Direct, the DRTV marketing division of K-Tel International Inc., Los Angeles, closed its media buying operations to…
Media Buying Strategies Change as Dollars Pour In
As billions of dollars pour into the explosive world of DRTV media, the buying strategies are growing more…
The Realities Behind Direct Response Myths
Direct response television lends itself to a staggering variety of misperceptions, false assumptions and just plain strange ideas.…