The Only Independent Source for
Direct Response Marketers
Response (ISSN 1523-7656) is published monthly by Questex
Media Group, Inc 306 West Michigan St, Ste 200, Duluth, MN
55802. Corporate Office: 275 Grove St., Ste. 2-130, Newton, MA
02466. Sales and editorial offices: 201 Sandpointe Ave., Ste.
500, Santa Ana, CA 92707-8716. Telephone: 714-338-6700.
Fax: 714-338-6710. Accounting, production and circulation
offices: 306 West Michigan St., Ste. 200, Duluth, MN 55802.
Annual subscriptions ( 12 issues) are $45 in the United States
and Possessions, $60 in Canada and Mexico and $115 in all
other countries. For air-expedited service, include an additional
$75 per order annually. Single copies (prepaid only) are $5 in the
United States, $7 in Canada and Mexico and $15 for all other
countries. Add $6.50 per order plus $2 per additional copy for
U.S. postage and handling. If shipping outside the U.S., include
an additional $15 per order plus $3 per additional copy.
Response does not verify any claims or other information
appearing in any of the advertisements contained in the publication, and cannot take any responsibility for any losses or other
damages incurred by readers in reliance on such content.
Response welcomes unsolicited articles, manuscripts, photographs, illustrations and other materials but cannot be held
responsible for their safekeeping or return.
Questex Media Group, Inc. provides certain customer contact
data (such as customers' names, addresses, phone numbers and
e-mail addresses) to third parties who wish to promote relevant
products, services and other opportunities which may be of interest to you. If you do not want Questex Media Group, Inc. to make
your contact information available to third parties for marketing
purposes, simply call toll-free 866-344-1315 between the hours
of 8. 30 am and 5 pm C T and a customer service representative
will assist you in removing your name from Questex's lists.
Outside the U.S., please phone 615-377-3322.
Periodicals postage paid at Duluth, MN 55806 and additional
mailing offices. © 2007 Questex Media Group, Inc. All rights
reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical,
including photocopy, recording or any information storage or
retrieval system, without permission in writing from the publisher,
Questex Media Group, Inc. Authorization to photocopy items for
internal or personal use, or the internal or personal use of specific
clients, is granted by Questex Media Group, Inc. for libraries and
other users registered with the Copyright Clearance Center, 222
Rose wood Dr. Danvers, MA 01923. Telephone: 978-750-8400. For
uses beyond those listed above, please direct your request to the
Permissions Dept. E-mail: firstname.lastname@example.org;
Telephone: 800-494-9051, Ext. 100.
Canadian GST number: 840033278RT0001, Publications
Mail Agreement Number 40017597. Printed in U.S. A.
Send address changes to:
Response, P.O. Box 5047
Brent wood, TN 37024-5047
52 Media Zone
5-7 Channels ... and We Should Put Something On
By Timothy R. Hawthorne
54 Meet Our Advertisers
55 Classified Directory
58 But Wait, There’sMore
Response ... on the Road
Research and Analysis
16 Jordan Whitney’s Program Rankings
18 The IMS Categorical Cable Rankings
20 Backchannelmedia’s DRTV Snapshots
22 TMP Internet Popularity Report
24 From the Lab
26 Short-Form DRTV Media Billings Surpass $1
Billion in Second Quarter
Analysis by Shay Moftakhar
6 Editor’s Note
The Industry Gives — and Receives — Thanks
53 Legal Review
FTC After Trudeau ... In Other News, Liz Taylor to Wed (Again)
By Gary D. Hailey and Jeffrey D. Knowles
60 Guest Opinion
Choosing a Postcard Marketing Company That Will Not Cost
You Time, Money and Clients
By Adam Suson
&(!!#x1f!!); " #
% # &
& & #
# $ %%% &'( )%**