The power of DR isn't breaking news at CNN: Ad Sales and Marketing COO Greg D'Alba says direct response is in perfect position as technology drives traditional marketing to the brink.(direct response)

Response, January, 2006 by Haire, Thomas

"Direct response is supported by all of the top advertiser categories today--across the board, we're seeing less advertising in the old DR categories," says Greg D'Alba, chief operating officer of Ad Sales and Marketing for cable news giant CNN. "Short-form DR media spending was up 20 percent in the first half of 2005. And this is not our parents' direct response anymore--it's quality creative, quality message-building and brand-building intertwined with immediate results."

For most of the past two decades, as the direct response industry matured, CNN and its sister networks, Web sites and other outposts have been strong believers in the advertising model. In 2004 and 2005, CNN Ad Sales was ranked the top television news sales unit and placed in the top 10 of...

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