The Only Independent Source for
Direct Response Marketers
Response (ISSN 1523-7656) is published monthly by Questex
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Research and Analysis
20 Jordan Whitney’s Program Rankings
22 The IMS Categorical Cable Rankings
24 TMP Internet Popularity Report
26 DR Radio Media Billings Lower Volume by
11. 7 Percent in 1Q 2008
Analysis by Shay Moftakhar
90 Media Zone
Recession Insurance: How Much Would You Pay?
By Timothy R. Hawthorne
91 Support Services
A Lifecycle Strategy Encourages a Lifetime of
By Jason Pavona
98 Classified Directory
102 Meet Our Advertisers
104 But Wait, There’s More!
Response on the Road
6 Editor’s Note
Participation Is the First Step to Becoming a Leader
92 Retail Outlet
4 Ways Innovative Industrial Design Gives You an
By Scott Doty
94 Global Perspective
When Disaster Strikes: The Power of Contingency Planning
By Bill Quarless
95 Multicultural Mix
How Fluent Is Your Pitch?
By Marcelino Miyares
96 Radio Waves
New Growth Opportunities Await DR Radio Landscape
By Daniel Meehan
97 Legal Review
The Rise of Opt-In Laws
By Jeffrey D. Knowles and Ellen T. Berge
106 Guest Opinion
Bulls-eye! Hitting the Target or Targeting the Hit?
By Paul Greenberg