The Only Independent Source for
Direct Response Marketers
Response (ISSN 1523-7656) is published monthly by Questex
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Research and Analysis
14 Jordan Whitney’s Program Rankings
16 The IMS Categorical Cable Rankings
18 Backchannelmedia’s DRTV Snapshots
20 TMP Internet Popularity Report
22 Long-Form Media Billings Start 2008 With
By Shay Moftakhar
6 Editor’s Note
Mysterious Means Surface
to Help DR Marketers Find
53 Retail Outlet
Retail Buyers: What You
Need to Know!
By Anthony Raissen
56 Going Mobile
Driving a Mobile Response
By Jolie O’Dell
57 Legal Review
‘But I’m Not the Only One ...’
Isn’t a Legal Defense
By Gary D. Hailey and Jeffrey
58 Guest Opinion
An Infomercial Is a Promise
By Anthony Ciavatta
52 Media Zone
Is Cable’s Big Canoe
By Timothy R. Hawthorne
54 Net Gains
Internet Marketing Is Direct
By Jennifer Norene
63 Meet Our
64 But Wait, There’s
Response on the Road