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.…
SunTiger Wins $2.7M in Patent Suit Over Blue-Blocking Sunglasses
SunTiger Inc., a Calabasas, CA, company that owns the rights to the technology for “blue-blocking” sunglasses, was awarded…
Citibank Pairs with Elton John for EZ Checking Promos in New York
Citibank has combined its marketing muscle and a worldwide partnership with Elton John to embark on a direct…
Marketers Battle Over Bun and Thigh Exercisers
While abdominal exercise machines were the subject of several patent infringement lawsuits last year, infomercial marketers this year…