Editor’s Note
The Nation’s Leading Ad Category
Comes Together in San Diego
To hear the numbers tell it, there’s
never been a better time to be in the
direct response marketing business.
Recent results reported by TNS
Media Intelligence’s Broadcast Verification
Services (BVS), a research partner of Response,
show that while the overall advertising market
was stagnant in 2007 — notching just a 0.2-
percent rise from 2006 results — direct re-
sponse could not be doing much better.
The overall direct response market — in-
cluding DRTV, print DR, DR radio and Inter-
net DR — grew 17 percent in 2007. And
when you take a look merely at short-form di-
rect response TV, the results are even more
stunning: a 37-percent leap in 2007 and a total rise during the past two years of
nearly 50 percent over 2005’s results!
While this news is great for the overall business, it’s also perfectly timed for me
to be able to welcome you back to Response Expo, presented by Response and the
Direct Response Marketing Alliance (DRMA). Following on the heels of its
strong success in 2007, this year’s event — set for May 6-8 at the Manchester
Grand Hyatt in San Diego — promises to not only ride on the momentum of our
growing market, but help you, our readers and attendees, maximize your share of
the pie.
Interestingly, in reviewing a pre-registered attendee list for the event earlier this
week, I noted — among the hundreds of marketers, decision-makers, agency lead-
ers and more — the growing presence of DR media buyers and cable network rep-
resentatives. This piqued my interest because when looking at the 17-percent
bump for the overall DR market measured by TNS, I noticed that result eclipsed
such major advertising areas as Internet display advertising, print magazines and —
wouldn’t you know it — general cable TV.
While general cable TV’s slower growth is indicative of the sluggish overall ad-
vertising market, what area do you think is picking up the slack? That’s right — di-
rect response cable TV. According to fourth-quarter 2007 short-form DRTV re-
sults provided by TNS and analyzed by Response (page 26), DRTV on cable
networks is, quite simply, blowing up.
TNS and Response’s short-form figures show that DRTV results on cable for 2007
equaled the entire 2006 short-form DRTV market as measured by TNS — $3.27 bil-
lion — more than 50-percent growth for the cable DR market in 2007. At the same
time, cable now accounts for nearly three out of every four short-form DRTV spots
to appear on television — a 12-percentage point bump from a year ago.
Yes, it’s a great time to be in direct response — especially DRTV and, even
more especially, part of the DRTV cable market. And it’s also a great time to get
together and keep that market growing.
So, welcome media buyers and sellers … marketers and
agencies … and everyone else … to Response Expo 2008!
The Only Independent Source for
Direct Response Marketers
Editorial, Advertising & Design Offices:
201 Sandpointe Ave., Suite 500
Santa Ana, CA 92707
Voice: 714-338-6700 or 800-371-6897
Fax: 714-338-6710
Web site: www.responsemagazine.com
Publisher: John Yarrington
( jyarrington@questex.com)
Voice: 714-338-6724 • Fax: 714-338-6713
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: Brett Astor, Greg Banks, Gary D.
Hailey, Timothy R. Hawthorne, Jeffrey D. Knowles,
Sarah Littman, Shay Moftakhar, Bill Quarless,
Anthony Raissen, Meyar Sheik, Jeff Small, Tony
Sziklai, Nicole Urso, Carol Wissmann
DESIGN
Graphics Director: Monica Kollmann
( mkollmann@questex.com)
Voice: 714-338-6728 • Fax: 714-338-6710
ADVERTISING/MARKETING
National Account Executive: Adam Carrillo
( 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
