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June 09
Table of Contents

Features
Cover Story: An Industry Waits
The FTC’s proposed changes to its Guides Concerning the Use of Endorsements and Testimonials in Advertising has direct-to-consumer retailers nervous–and pondering the implications.
By Tom Dellner

Taking Online Shopping to New Heights
President and CEO Bob Westrope discusses why CentrSource SA is regarded as the one to watch in the online marketing space.
By Robert Logie

Case Study: The Sights and Sounds of Multichannel Marketing
Songbird Hearing Inc. finds success the second time around through multichannel marketing. The disposable hearing aid company uses DRTV, online and PR to reach its target customer base.
By Vitisia Paynich
Columns
Guest Outlook
Accountable Advertising
By Sean Fay

Ask the Expert
Pitching the American Dream
By Timothy R. Hawthorne

Marketing Methods
TIVo Countering Ad Skipping
By Peter Koeppel

Industry Insight
DR Watchwords: Due Dilligence, Vigilance and Customer-Centric
By Chris Rosica

Rick Petry
The “Kitschen” Sink
Channel Crossings
Legal
FTC Seeks Public Comments on Agency’s Negative Opinion Rule
by Linda A. Goldstein

Per Inquiry
Dispelling Myths About Per Inquiry
by Sally Dickson

Green Marketing
A Greener Path to Profitability
by Rebecca Ward



2 Jun 09