TableofContents
Order Ful fillment
Customer Service Features
3rd P arty Log istics COVER STORY
28A ‘Social’ Butterfly
Susan McKenna’s career evolution, from
brand to direct response, has made her a leader in
the E-commerce world. As that evolution continues,
she believes social media might really be the next
big thing.
By Thomas Haire
PAGE 36
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. 9 ■ June 2008
MARKET SPOTLIGHT
36The Virtual Drugstore
How online and other digital media are
transforming the pharmaceutical industry into a
thriving DR marketing arena for both large and niche
companies.
By Jacqueline Renfrow
PAGE 28
Cover and cover story photography by
Annamaria DiSanto
7TH ANNUAL EUROPEAN MARKET GUIDE
42European Flavor
DRTV marketers look to Europe as a channel
for launching new products and extending the life of
their existing campaigns.
By Bridget McCrea
EDITORIAL ADVISORS FORUM
48Brokering the Best Time?
Response’s Editorial Advisory Board and other media experts clash over the
role and influence of media brokers in today’s DRTV marketplace.
By Thomas Haire
DIRECT RESPONSE METHODS
52The Perfect Mix: Print, Web and DRTV
Sprinkle in some print, toss in a dash of Web, stir vigorously with DRTV and
you’ve got a media mix that’s a clear recipe for sweet DR success.
By Doug McPherson
Learn more at:
www.shiprightsolutions.com
and read what our clients are saying
News
8 Zander Touts Possibility While Seminar Attendees Capitalize on
Chance to Learn From the Best
10 What They’re Saying About Response Expo 2008
12 Top-Notch Leads Create Expo Hall Buzz
12 Expo Networking Events Draw Huge Crowds
14 Response Q&A: Cabrinha, Danielson Reminisce and Look Ahead
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