3rd Party Logistics PAGE 34
34Kodak Inks a New DRTV Blockbuster
Rick Allen says the wildly successful
long-form campaign for the company’s new
EasyShare printer is just the first of many direct
response initiatives for the nation’s longest-lasting
By Thomas Haire
Just ask our clients.
Ship-Right Solu t i o n s, LLC
South P ortland , M E 04106
1-8 6 6-393 - 7447 Ext. 205
Vol. 16, No. 8 ■ May 2008
Cover and cover story
photography by Stephen Kelly.
Direct response helps keep the hardware industry strong
as homeowners look to dig in during a slowing real estate market.
By Jacqueline Renfrow
PA GE 42
CORPORATE CASE STUDY
50Different by Design
The latest DRTV campaign from Professional Tool
Manufacturing highlights its new Work Sharp product. But the
company also continues to break ground in branded long-form DRTV.
By Carol Wissmann
MEDIA BUYING AND PLANNING GUIDE
58Innovation Expands Cable Media Options
Tips on mixing media, where to find great rates and the sexier side of ROI.
By Nicole Urso
66Exclusive 2008 Cable Network Directory
Information from more than 140 cable networks.
Compiled by Shay Moftakhar
74Welcome to the New Millenials
The generation born between 1982 and 2002 — also known as Generation Y
— exerts its spending power and drives marketers to rethink different avenues to gain
a direct response to their campaigns.
By Sarah Littman
Learn more at:
and read what our clients are saying
8 DR Spending Outdistances General
Ad Market Growth
10 Euro RSCG 4D DRTV Becomes Euro
10 Eden, Yallen Join Response’s
Editorial Advisory Board
12 Photography Products Lead List of
2007 Greensheet Award Winners
14 Response Q&A: Brad Powers, Active
16 News Corner