TableofContents
The Only Independent Source for
Direct Response Marketers
Response (ISSN 1523-7656) is published monthly by Questex
Media Group, Inc 306 West Michigan St, Ste 200, Duluth, MN
55802. Corporate Office: 275 Grove St., Ste. 2-130, Ne wton,
MA 02466. Sales and editorial offices: 201 Sandpointe Ave., Ste.
500, Santa Ana, CA 92707-8716. Telephone: 714-338-6700.
Fax: 714-338-6710. Accounting, production and circulation
offices: 306 West Michigan St., Ste. 200, Duluth, MN 55802.
Annual subscriptions ( 12 issues) are $45 in the United States
and Possessions, $60 in Canada and Mexico and $115 in all
other countries. For air-expedited service, include an additional
$75 per order annually. Single copies (prepaid only) are $5 in the
United States, $7 in Canada and Mexico and $15 for all other
countries. Add $6.50 per order plus $2 per additional copy for
U.S. postage and handling. If shipping outside the U. S., include
an additional $15 per order plus $3 per additional copy.
Response does not verify any claims or other information
appearing in any of the advertisements contained in the publication, and cannot take any responsibility for any losses or other
damages incurred by readers in reliance on such content.
Response welcomes unsolicited articles, manuscripts,
photographs, illustrations and other materials but cannot be held
responsible for their safekeeping or return.
Questex Media Group, Inc. provides certain customer contact
data (such as customers’ names, addresses, phone numbers and
e-mail addresses) to third parties who wish to promote relevant
products, services and other opportunities which may be of interest to you. If you do not want Questex Media Group, Inc. to make
your contact information available to third parties for marketing
purposes, simply call toll-free 866-344-1315 bet ween the hours
of 8. 30 am and 5 pm C T and a customer service representative will assist you in removing your name from Questex’s lists.
Outside the U.S., please phone 847-763-9594.
Periodicals postage paid at Duluth, MN 55806 and additional
mailing offices. © 2008 Questex Media Group, Inc. All rights
reserved. No part of this publication may be reproduced or
transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage or
retrieval system, without permission in writing from the publisher,
Questex Media Group, Inc. Authorization to photocopy items for
internal or personal use, or the internal or personal use of specific
clients, is granted by Questex Media Group, Inc. for libraries and
other users registered with the Copyright Clearance Center, 222
Rosewood Dr. Danvers, MA 01923. Telephone: 978-750-8400.
For uses beyond those listed above, please direct your request to
the Permissions Dept. E-mail: questexpermissions@reprintbuyer.
com; Telephone: 800-494-9051, Ext. 100.
Canadian GST number: 840033278R T0001, Publications
Mail Agreement Number 40017597. Printed in U. S.A.
POSTMASTER:
Send address changes to:
Response, P. O. Box 1270
Skokie,IL 60076-8270
PAGE 24
Columns
6 Editor’s Note
With All the Brand Madness, Don’t Forget the
Inventor
Research and Analysis
16 Jordan Whitney’s Program Rankings
18 The IMS Categorical Cable Rankings
20 Backchannelmedia’s DRTV Snapshots
22 TMP Internet Popularity Report
24 4Q 2007 DR Radio Media Billings Decline $4 Million
Analysis by Shay Moftakhar
Departments
58 Media Zone
Back to Basics: 5 Keys to Successful Media
Management and Response
By Steve Newton
60 Meet Our Advertisers
61 Classified Directory
64 But Wait, There’s More!
Response on the Road ... at Response Expo 2008
!
&(!!#x1f!!); &(!!#x1f!!);
! " &(!!#x1f!!);
! # $
! ! #
% &(!!#x1f!!);
& $ '
! % (( !
( %
' %
! ' '! $
" #
!
$ % &&&!'()!*&++