WAIT, THERE'S MORE! DRTV IS GAINING MAINSTREAM APPEAL; J&J, Church & Dwight, SC Johnson embrace the model.(Infomercials)

Advertising Age, March, 2009 by Neff, Jack

Byline: JACK NEFF

To find the heart of the DRTV industryat least of the $19.95-and-under crowd that increasingly have seared themselves into the collective consciousness in the recessionlook no further than New Jersey. There, three of the industry's biggest players, the Procter & Gambles and Unilevers of direct response, make their home.

Once considered the laughing stock of marketing, DRTV is having the last chuckle. In these days of softening demand for media time, the industry collectively outspends both P&G and Unilever combined, in terms of TNS-measured U.S. TV spending of $4.5 billion. And assuming an industry guideline that one of every three sales dollars is spent on marketing, that could push total sales for the short-form DRTV marketers...

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