Response Enters the Online Video
Market With a Bang!
As you’ve heard from many breath-
less opinion leaders, market ob-
servers and Web junkies in the past
year, we’ve entered the You Tube
age. Online video and its capabilities have ex-
ploded in the past 18 months, leading many
to believe that today’s Internet is quickly be-
coming “Television V2.0.”
While it remains questionable if any medi-
um will ever truly replace television in Ameri-
ca’s living rooms, the growth and expansion of
the online video market has opened up new
avenues for both content producers and marketers — especially direct response marketers,
who have grown used to driving consumers to
the Web as an adjunct (and, at times, a replacement) to the traditional toll-free
phone number.
In recent years, with the help of a growing number of Web marketing agencies,
DR marketers have been leading the way for all marketers into the online video
space. In 2008, if the spot or long-form video from your direct response campaign
is not viewable on your Web site, you are simply behind the times.
Late in 2007, Response began to consider the power of the online video space
for its readers, its advertisers and consumers interested in direct response products.
As we looked around at all of the disparate Web sites that include DR product
videos, we saw a distinct need in the business for a single Web site dedicated to DR
online video — a “You Tube of direct response,” if you will.
On March 19, after months of preparation and hard work on the part of the
staff (especially our research maven, Shay Moftakhar) and our parent company,
Response proudly debuted AsSeenonResponse TV.com, which today features more
than 200 long- and short-form DRTV products. The exclusive online video library
is built to provide an objective one-stop shop for marketers and consumers to lo-
cate and view ads for all DR products.
The site’s debut stirred great buzz across the industry and with the response
we’ve received, we expect to be able to grow our video library to more than 500
ads and products by year’s end. At the same time we serve marketers and con-
sumers, AsSeenonResponse TV.com also will provide the Response staff with a bevy
of new research on the Internet’s most popular and successful DR products.
In the end, this latest service under the Response banner — which also has
come to include, in the past two years, Response Expo and the Direct Response
Marketing Alliance (DRMA) — is designed to help our readers and advertisers
grow their businesses. The kicker, when it comes to this new video site, is that not
only are we serving our readers and advertisers, we are also now serving the con-
sumer, who will be able to search through this trove of products and simply click
“Buy Now” to visit any product’s single-page sales site to make a
purchase. Isn’t that what direct response is all about?
The Only Independent Source for
Direct Response Marketers
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EDITORIAL
Editor-in-Chief: Thomas Haire
( thaire@questex.com)
Voice: 714-338-6722 • Fax: 714-338-6710
Associate Editor: Jacqueline Renfrow
( jrenfrow@questex.com)
Voice: 714-338-6760 • Fax: 714-338-6710
Contributing Writers: David Gervase, Adam
MacDonald, Bridget McCrea, Doug McPherson, Shay
Moftakhar, Brad Powers, Richard Stacey
DESIGN
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( mkollmann@questex.com)
Voice: 714-338-6728 • Fax: 714-338-6710
ADVERTISING/MARKETING
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( acarrillo@questex.com)
Voice: 714-338-6723 • Fax: 714-338-6710
Classified Advertising Manager: Kurt Wohlman
( kwohlman@questex.com)
Voice: 714-338-6749 • Fax : 714-338-6711
Group Marketing Director: Kristina Kronenberg
( kkronenberg@questex.com)
Voice: 714-338-6743 • Fax: 714-338-6711
BUSINESS
Executive Vice President of Publishing: Tony D’Avino
Business Manager: Mary Charney
Production Director: Bonnie Ling
PRODUCTION
Production Manager: Jill Hood
( jhood@questex.com)
Voice: 218-279-8837 • Fax: 218-279-8813
Classified Department Manager
Classified Advertising: Chris Anderson
canderson@questex.com
Voice: 218-279-8848 • Fax : 218-279-8815
CIRCULATION
For Subscriptions Call:
U. S. Sales and Service: 866-344-1315 (toll-free) or
847-763-9594
International: 847-763-9594
E-mail: response@halldata.com
Audience Development Manager: Sarah Joy Obaña
sobana@questex.com
Voice: 714-338-6744 • Fax: 714-338-6712
MARKET DEVELOPMENT
For Lists: Ilene Schwartz
Kroll Direct Marketing
Voice: 216-371-1667
Fax: 216-371-1669
E-mail: ilene@krolldirect.com
For Reprints: Diana Sholl
Voice: 717-399-1900, x162
E-mail: diana.sholl@theygsgroup.com
Back Orders: Response Magazine
P.O. Box 1270
Skokie, IL 60076-8270
Thomas Haire, Editor-in-Chief
President & CEO: Kerry C. Gumas
Executive Vice President & CFO: Tom Caridi
Executive Vice President: Robert S. Ingraham
Executive Vice President: Tony D’Avino
Executive Vice President, Corporate Development:
Claudia Flowers
Vice President & General Manager: Donald
Rosenberg
Vice President, Digital Media: Seth Nichols
