TableofContents
Vol. 16, No. 3 ■ December 2007
Features
COVER STORY
28Boost Mobile Sings a New Tune
Caralene Robinson says the DR elements
in the wireless innovator’s new Anthem 2.0 brand
campaign are a precursor to more extensive direct
response marketing coming soon.
By Thomas Haire
MARKET SPOTLIGHT
36With the Push of a Button!
The evolving world of consumer
electronics is affecting both ends of the direct
response marketing spectrum.
By Carol Wissmann
PAGE 28
Cover photo by Brian Davis
INTERNET PRODUCTS
42Making Cents on the Internet
The Internet has become a major
shopping destination, with companies using
customer preferences to create useful channels for
direct response.
By Courtney Beth Enloe
2007 ANNUAL RANKINGS
46The IMS Top 50 Infomercials and
Short-Form Spots of 2007
Ab Lounge XL spot and Free & Clear infomercial
top their respective charts.
By Dita Gruze, Elizabeth A. Kline and Jessica Savko
PAGE 36
News
8 Trudeau Found in Contempt by Federal
Court Judge
8 Jack Myers: Broadcast and Cable Network
Upfront Costs Up 8 Percent
PAGE 42
10 NBC Universal Breaks Seal for TV Networks
in TiVo Deal
12 Ticketmaster Launches Affiliate Marketing
Network
12 News Corner
SUPPORTERS OF:
R
D
M
A
Direct Response
Marketing Alliance
