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 Table of Contents

Features

Beyond Just a TV Network
ShopNBC CEO Will Lansing doesn’t care if customers buy from television or a direct-mail piece. And as far as he’s concerned, Internet video isn’t competition–it’s a gift.
By Jack Gordon

Lessons Learned
Some of the leading minds in DRTV reveal the learnings gleaned, sometimes painfully, from underperforming campaigns.
By Tom Dellner

Targeted Marketing
PriceRunner employs RSS technology to hone in on exactly what consumers are looking for in the latest products.
By David Lustig
ERA Section
Fighting Back
An ERA member takes a stand against counterfeiting and infringement.
By Patrick Cauley

ERA Performance Report Card
Making the grade
By Patrick Cauley

ORA Meeting Preview
Goals for 2007
By Sieglinde Friedman
Columns
Editor’s Perspective
A Multichannel Makeover
By Vitisia Paynich

Legal File
The Return of the Net-Neutrality Debate
By Jeffrey D. Knowles and Andrew E. Bigart

Marketing Methods
Google Ventures into TV
By Peter Koeppel

Tools of the Trade
Micro Focus Yields Macro Picture
By Carl Langrock and Cordie Depascale

Per Inquiry
High Noon in Our Town
By Rick Petry
Channel Crossings
DRTV
Go Ahead, Blame the Media Rates!
By Rob Medved

Production
Producers and Lawyers…Can’t we all just get along?
By Drew Plotkin

Radio
Testing the Radio Waves
By Joe Rashbaum

Online
Grid Computing: Exploring the ‘Tight-Coupling’ Approach
By Stephen Schambach

Teleservices
Proprietary Systems vs. Best-of-Breed Solutions
By David Meine

U.S. Hispanic
Tapping into the U.S. Hispanic E-commerce Opportunity
By Lee Vann


6 Mar 09