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6 Editor’s Note

Social Media Growth Outstrips Measurability ... But for How Long?

36 Retail Outlet

Leveraging Your Media with Retail Buyers: Money Talks

By Anthony Raissen

38 Legal Review

FTC’s Proposed Green Guides Poised to Compost Common Green Claims

By Gary D. Hailey and Jeffrey D. Knowles

Research and Analysis

10 Jordan Whitney’s Program Rankings

11 The IMS Categorical Cable Rankings

12 SciMark Report

14 2Q 2010 Short-Form Media Billings Slip 4.7 Percent

Analysis by Jackie Jones

Departments

34 Media Zone

DRTV Agencies Are More Relevant Than Ever

By Timothy R. Hawthorne

35 Net Gains

They Myths and Realities of CPC vs. CPA in Affiliate Marketing

By Greg Bayer

39 Classified Directory
40 But Wait, There’s More!

Response … On the Road

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