DM News to Ramp Up DRTV Coverage With Essential Guide, Weekly e-Letter

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DM News will add another title to its growing list of e-mail newsletters when it launches DRTV News Weekly on April 10. It is estimated that the initial opt-in circulation will be 5,000, but this number will increase to the 20,000 level before the end of the year.

Longtime readers will recall that DRTV News was published as a monthly tabloid supplement to DM News from 1997 to 1999.

"The name is similar," said DM News publisher Adrian Courtenay, "but the field of direct response television has changed radically since 1999. Like many other sectors of marketing and media, it has been greatly impacted by the growth of the Internet."

At the Electronic Retailing Association's recent conference, DM News reported evidence that a number of leading DRTV supplier firms have embraced the Internet. Some companies distribute infomercials by e-mail. Others use search marketing to draw visitors to their Web sites. In both cases, Courtenay pointed out, the companies' Web sites serve as virtual call centers and shopping carts.

Other trends in direct response television include the growing use of short-form commercials by Fortune 1000 companies and the introduction of cost-per-lead and cost-per-acquisition marketing by DRTV marketers.

To provide additional coverage of these developments, DM News will publish DM News' Essential Guide to Direct Response Television as a full-color magazine supplement to its Sept. 11 edition. Extra copies of the regular Sept. 11 print edition and the guide will be distributed at the annual Electronic Retailing Association Convention in Las Vegas on Sept. 11-13.

In recent years, DM News has published a number of "Essential Guides" that were critically acclaimed by readers and advertisers alike. These included guides on search marketing, e-mail marketing and lists, database marketing and data services.

DM News also has established highly targeted e-mail newsletters that provide ongoing news and feature coverage on many targeted sectors of direct, database and Internet marketing.

Readers who wish to subscribe to the new e-letter, DRTV News Weekly, can do so at Supplier firms wanting to find out about advertising opportunities and rates should contact promotions director Robert diGioia at 212/925-7300 or by e-mail to


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