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PAGE 18
Departments
43 Support Services
Targeting Customers More
Effectively
By Brian Hill and Al Beery
Research and
Analysis
14 Jordan Whitney’s Program Rankings
16 The IMS Categorical Cable Rankings
18 Long-Form Media Billings Rise
$3.2M, Set a 1Q Record
Analysis by Shay Moftakhar
Columns
6 Editor’s Note
Billy’s Greatest Lesson for DR
Pros — Gratitude is Job No. 1
46 Net Gains
Declining E-mail
Responsiveness Creates
Enormous Opportunity
By Scott Hornstein
48 Retail Outlet
Reviving Old Products: Can
Lightning Strike Twice?
By Anthony Raissen
50 Legal Review
Online ‘Mystery Charges’ Under
Investigation
By Jeffrey D. Knowles and
Ellen T. Berge
56 Guest Opinion
The Full Dimension of DRTV
By Doug Garnet
44 Media Zone
Infomercials Turn 25 … and
Still Can’t Get No Respect
By Timothy R. Hawthorne
45 Media Zone
Measuring Online Response
— We Can Do Better
By Dick Wechsler
51 Meet Our
Advertisers
52 Classified Directory
55 But Wait, There’s
More!
Response … On the Road
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