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Direct Response Marketing

News Corner November 21, 2012

21 Nov, 2012 By: Doug McPherson


Hampton Direct is going bicoastal. The Williston, Vt.-based DR marketer of such successful products as PajamaJeans, Wonder Hanger and more is opening an office in the Los Angeles area in January 2013 to house its DRTV, new business development, marketing and graphic design departments, with those divisions relocating to the new location (in Woodland Hills, Calif.) over a six-month period.

Marc Haskelson joins THOR Associates, a direct-to-consumer marketing consulting agency, as chief operating officer. Haskelson has more than 25 years of sales, marketing and operational leadership.

WideOrbit, an advertising management software company, is named one of the San Francisco Bay Area’s Top 100 Fastest-Growing Companies by the San Francisco Business Times for the fourth consecutive year. WideOrbit is recognized for 97.9 percent revenue growth from 2009 to 2011 and is ranked No. 59 on this year’s list.

Me-TV, the new classic TV network short for Memorable Entertainment Television, adds two new affiliates: Hearst Television-owned WPTZ in Burlington, Vt./Plattsburgh, N.Y. will launch Me-TV on January 2, 2013; and Hoak Media-owned KVLY, Fargo, N.D., will launch Me-TV on January 1, 2013.

Census-based online audience giant Quantcast releases what it calls Quantcast Advertise for Branding (QAB), a self-serve platform that lets advertisers, agencies and publishers connect “big data” with discrete brand targets.

A U.S. District Court judge dismisses a lawsuit alleging that Wal-Mart violated a consumer protection law by sending unwanted text messages to a customer who filled a prescription at the retailer’s pharmacy. The court rules Wal-Mart didn’t violate the law because the customer gave the pharmacy her cell phone number.

Competitive networks Outdoor Channel and the Sportsman Channel will become part of a new NASDAQ-listed public company, InterMedia, which will also include related magazines, such as Guns & Ammo and Wildfowl. The move is the result of a transaction between the private-equity InterMedia Partners and the publicly traded Outdoor Channel Holdings.

Tribune Co., the owner of the Chicago Tribune, Los Angeles Times and 23 television stations, receives regulatory approval from the Federal Communications Commission (FCC) needed to end its nearly four-year stay in bankruptcy, reports Reuters. Tribune will transfer its broadcast licenses to the new owners who will take over the company when it emerges from bankruptcy.

All the 2012 political ad dollars failed to raise radio revenues, which were flat in the third quarter of 2012, floating at $4.24 billion, according to the latest figures from the Radio Advertising Bureau.

Papa John’s, the pizza giant, is getting an unwanted delivery: a national class-action lawsuit. A U.S. District Court judge in Seattle certified the case against Papa John’s International that charges that the company illegally sent 500,000 text messages to consumers in early 2010. Under the federal Telephone Consumer Protection Act (TCPA), which bars companies from sending text ads to consumers unless they’ve opted in, the class action’s members, if successful in court, could be awarded $500 or more in damages per text, or more than $250 million in total.

The San Jose Mercury News reports it’s likely a federal judge will sign off on a deal requiring Google to pay $22.5 million to settle Federal Trade Commission (FTC) charges stemming from a hack that allowed the company to track Safari users. The settlement will resolve charges alleging that Google misled Safari users by tracking them, despite telling users that Safari automatically prevented tracking.

A new survey says 89 percent of consumers will search on sites like Amazon and eBay to find their holiday gift for less, and 52 percent of shoppers will not make an in-store purchase this holiday season if retailers do not match competitors’ prices, according to ad firm SteelHouse.


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