The Only Independent Source for
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Response (ISSN 1523-7656) is published monthly by Questex
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6 Editor’s Note
DR to Branders: Want the Secret? Get in Line
51 Retail Outlet
Retail Sales: It’s All in the Numbers
By Anthony Raissen
58 Guest Opinion
Branding Is Dead
By Donald L. Potter
14 Jordan Whitney’s Program Rankings
16 The IMS Categorical Cable
18 Long-Form Media Billings Drop
$24.5 Million in 4Q 2008
Analysis by Shay Moftakhar
48 Media Zone
The DNA of DRTV
By Mike Powell
Where Did All the Minutes Go?
By Dick Wechsler
Pay Heed to Payment
Management and Prosper
By Jason Pavona
52 Meet Our Advertisers
54 Classified Directory
56 But Wait, There’s
Response … On the Road