Vol. 21, No. 4 ; January 2013
20Hitting a Marketing High Note Larry Balaban says Baby Genius sees DR-style tactics as crucial —
from television to online to the coming social and mobile marketing booms.
By Thomas Haire
SPORTS & FITNESS MARKETPLACE
26DR Marketers Can Take a Page From the Sports Playbook
Sports marketers who are well versed in
direct response turn to social media and
other new DR outlets to create long-lasting
relationships with fans.
By Doug McPherson
Cover and cover story
photography by Jason Wallis
32Size Matters Little tablets, big smartphones — and sizing up
the mega opportunities of today’s mobile marketing.
36The Future’s So Bright? The members of the Response
Advisory Board discuss the solid 2012
media marketplace and the challenges
facing media buyers and planners in the
By Thomas Haire
8 Lazkani Earns
DRMA Member of
the Year Honor
10 News Corner
44 They’re All the Buzz
Adam Warren and Reno Renaldo
say that 3-year-old OpenJar
Concepts is tasting great success,
but still striving to reach the land
of milk and honey.
By Thomas Haire
The Only Independent Source for
Direct Response Marketers
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