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November 09
Table of Contents

Features
Cover Story: Celebrating 35 Years of Direct Response
Bosley is a company that has evolved along with the DR industry as a whole. George Fettig, Bosley’s VP of marketing, reflects on the maturation of the direct response industry and his company’s keys to success.
By Tom Dellner

Put Your Money Where it Counts
How to cut costs on a DRTV show–without wishing you hadn’t.
By Jack Gordon

Santa Claus is Coming to Town
Tips for maximizing your direct response revenue this holiday season.
By Leo Gorcey
Columns
Industry Insight
Internet User Trends Show Importance of Media Placement
By Chris Rosica

Marketing Mehtods
The Future of Advertising
By Peter Koeppel

Jack Myers Media Business Report
Below-the-Line Marketing Budgets: A Hidden $50 Billion
By Jack Myers

Viewpoint
Ravings of a DRTV (M)adman
By Gene Silverman

Rick Petry
Thinking Outside the Rectangle
By Rick Petry

Fulfillment and Logistics
Fulfillment as a Profit Center
By Tony Sziklai
Channel Crossings
Legal
CAN-SPAM and Social Media
By Jeffrey D. Knowles and Mikhia E. Hawkins

Online
A Product Launch for the Digital Age
By Michael Weisfeld and Howard Chen

Radio
Radio Campaign Killers
By Natalie Hale



5 Nov 09

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