Vol. 8, No. 10 | October 2011 CONTENTS FEATURES tableof 26 Betty Jamieson-Dunne says Space Bag’s DR advertising drives consumers to retail. 26 Cover Story The Perfect Hybrid? How many direct-response products become long-time staples in major retail chains but keep right on selling via DRTV commercials? There’s one: ITW Space Bag. By Jack Gordon 30 Radio: The Wave of the Future Direct response industry experts prove that the traditional medium is as integral as ever to modern campaigns. By Jacqueline Renfrow Brian Davis DEPARTMENTS 7 Calendar of Events Upcoming Industry Events October through February Industry Reports Highlights from the 2011 ERA D2C Convention Member Spotlight Welcoming New ERA Members Advertiser Spotlight Highlighting This Month’s Advertisers Bulletin Board Innotrac to Provide MultiFacility Fulfillment Services for Beachbody Advertiser Index Classifieds RESEARCH 15 17 19 eMarketer Research Coupons to Groupon IMS Retail Rankings The Top 25 Shows and Spots Jordan Whitney’s Top Categories The Top 5 Shows and Spots and the Top 3 Categories Lockard & Wechsler’s Clearance & Price Index Index for 30, 60 and 120 Seconds 34 How to End Upsell Cynicism By clearly defining value and prizing loyalty, retailers have a renewed opportunity to earn extra revenue and gain lifetime customers. By Casey Kleinman 9 43 21 46 47 47 48 4 electronicRETAILER | October 2011