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 Table of Contents

Features
Safety First
The Consumer Product Safety Commission Chairman Nancy A. Nord sets the record straight about the agency’s role in protecting consumers, seeking Congressional support and surviving the media scrutiny surrounding the product-recall debacle.
By Vitisia Paynich

Mobile Animation
The Cartoon Network utilizes the Internet to open new revenue streams by marketing ringtone and wallpaper downloads. The network enlists the help of PlayPhone Inc. to create its mobile storefront.
By David Lustig

The Time Keepers
Should media buying be the agency’s headache, or must the marketer get deeply involved?Stop us if you’ve heard this before, but it depends.
By Jack Gordon
ERA Section
Legal Series
Seminar for legal practitioners: clear-cut knowledge concerning behavioral advertising
By Sieglinde Friedman

LiveEdit Lab, New York
Electronic Retailer’s LiveEdit Lab head to New York
By Pat Cauley

A Message From ERA’s VP of Gov’t Affairs
ERA’s advocacy – it’s about you!
By Bill McClellan

Strategic Planning
New Mission and vision statements further
ERA’s brand
By Sieglinde Friedman
Columns
Editor’s Perspective
Vitisia Paynich

Online Strategies
Marketing Within
By Aaron Kahlow

Ask the Expert
Where Have All the Major Advertisers Gone?
By Timothy R. Hawthorne

Rick Petry
Trial by Fire
Channel Crossings
Legal
Enhancement of FTC Powers Fuels More Aggressive
Enforcement Initiatives
By Linda A. Goldstein

DRTV
Lessons for the DRTV Industry
By Frank Cannella

Radio
Testing Radio in 2008: A Buyer’s Market
By Joe Rashbaum

E-mail Marketing
Missed Opportunities in Transactional E-mail
By Tricia Robinson-Pridemore

Integrated Marketing
Exciting Alphabet Soup: DRTV, SEM,
& ROI
By Tim O’Brien

U.S. Hispanic

Trends to Watch in the U.S. Hispanic Marketplace
By Kathy Moore

6 Mar 09