In this technology-focused issue of Electronic Retailer magazine, I am featured in a story discussing ITV, along with leaders at Discovery Communications and Comcast who are also pioneering ITV as a new form of advertising available to enhance engagement with TV Viewers.

1. +
DR Disruption
Social and Over-the-Top television are revolutionizing the way
Bienvenido a Miami!
Page 32
people view and interact with content across platforms and
networks. Direct marketers must learn these new trends if Interactive TV:
they hope to survive TV’s brave new world. Just a Click Away
Page 28 Page 36

3. Through conception
Through development
Through promotion
Through protection
Through success

4. Vol. 9, No. 2 | February 2012
tableof
CONTENTS FEATURES
28
DR Disruption
Social and Over-the-Top television
are revolutionizing the way people
view and interact with content across
platforms and networks. Direct mar-
keters must learn these new trends if
they hope to survive TV’s brave new
28
Social and Over-the-Top
world.
By Sarah Sain
TV are revolutionizing
the way people view 32
programming. Bienvenido a Miami!
The Great Ideas Summit 2012 returns
to Florida, where ERA members and
DEPARTMENTS RESEARCH direct-to-consumer industry leaders
will gather for education, networking
7 Calendar of Events 16 eMarketer Research and fun in the sun.
Upcoming Industry Events Who is the U.S. Hispanic By Sarah Sain
February through May Market?
11 Industry Reports 18 IMS Retail Rankings
36
Interactive TV:
Connect, Collaborate and The Top 25 Shows and Spots
Just a Click Away
Discover with MyERA
20 Jordan Whitney’s Learn how both viewers and the
52 Member Spotlight Top Categories direct marketing industry will reap
The Top 5 Shows and Spots the benefits of interactive television’s
54 Advertiser Spotlight
and the Top 3 Categories rapid growth in 2012.
Highlighting This
By Jacqueline Renfrow
Month’s Advertisers 22 Lockard & Wechsler’s
Clearance & Price Index
55 Bulletin Board 40
Index for 30, 60 and What Your Consumer Says
DG and Discovery Launch
120 Seconds About You Matters
Digital Distribution System
The marriage of customer
55 Advertiser Index
testimonials and social media is
56 Classifieds unveiling legal issues that the FTC
and the industry must quickly
balance in order for direct response
to maintain its integrity.
By Peter Marinello
4 electronicRETAILER | February 2012

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6. The TABLE OF CONTENTS
DRTV 36
Fulfillment iTV allows viewers to
request information, learn
about local deals or buy
Leader new products with a click
of the remote.
Visit www.MoultonLogistics.com/demo
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COLUMNS CHANNEL CROSSING
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RTV Specialists Direct-to-consumer and
Retail Fulfillment 8 Your Association, 49 DRTV
Your Bottom Line Supporting Retail: Is This
A Time for Community the Answer?
and Conversation
By Dick Wechsler
By Julie Coons
14 FTC Forum 50 Fulfillment
Bi-coastal Locatio
Bi coastal Locati ns
t tions Contact Center
Contact Center
Where the FTC Says Are You Delivering a Great
Facebook Went Wrong Customer Experience?
By Lesley Fair By Yolanda Kokayi
24 Ask the Expert 51 Teleservices
Who Says Kids’ Products
Real time DRTV
Real-time Don’t Sell on DRTV? Stop Losing Thousands
Analytics of Leads
Timothy Hawthorne
By Scott Richards
26 From the Executive’s Desk
Create the Complete
Package
By Steven Feinberg
44 Guest Viewpoint
For Hispanic Vote, the
DRTV Software Suite Developed
Campaign is On
In-house by Moulton By Marcelino Miyares Jr.
46 Guest Viewpoint
Own Your Own
Online Media
By Jaffer Ali
58 Rick Petry
MINI Me
By Rick Petry
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www.moultonlogistics.com
Celebrating 40 years of integrity
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electronicretailermag.com
direct response ©2012 Electronic Retailing Association. All rights reserved. Published by Naylor, LLC. No part
marketing industry for of this publication may be reproduced or transmitted in any form or by any means, electronic
real-time DRTV analytics or mechanical, including by photocopy, recording or information storage and retrieval system,
and total transparency. without permission in writing from the publisher. Reprints of articles are available.
Visit www.naylor.com, click on “Client Support” and select “Article Reprint.”
525237_moulton.indd 1 4/11/11 8:15:07 AM
6 electronicRETAILER | February 2012

7. CALENDAR FEBRUARY-MAY 2012 INDUSTRY EVENTS
Online Marketing Summit 2012
FEBRUARY 2012 | VOLUME 9 • NUMBER 2 Feb. February 6-10, 2012
Electronic Retailing Association
2000 North 14th Street, Suite 300
6-10 Hilton San Diego Bayfront
San Diego, Calif.
Arlington, VA 22201
Toll Free: (800) 987-6462 | Phone: (703) 841-1751 For more information, visit www.onlinemarketingsummit.com
Fax: 703-841-8290
www.retailing.org Social Media Strategies Summit
info@retailing.org Feb. February 7-9, 2012
We’re moving! Look for ERA’s new address at www.retailing.org. 7-9 Mirage Hotel
President and CEO: Julie Coons Las Vegas, Nevada
Executive Director, ERA Europe: Marcel Avargues For more information,
Chief Financial Officer and Chief Operating Officer: Kevin L. Kelly
Vice President, Government Affairs: Bill McClellan
visit www.socialmediastrategiessummit.com/2012vegas
Vice President, Marketing and Content: Dave Martin
Vice President, Sales and Group Show Director: Evan Shubin The Great Ideas Summit 2012
Feb.
Electronic Retailer magazine is
27-29 Presented by ERA
published for ERA by
February 27-29, 2012
Naylor, LLC
5950 NW 1st Place Fontainebleau Miami Beach
Gainesville, FL 32607 Miami, Fla.
Toll Free: (800) 369-6220 | Phone: (352) 332-1252
Fax: (352) 331-3525 For more information, visit www.eragreatideas.org
www.electronicretailermag.com
EDITORIAL
Senior Editor: Sarah Sain
Feb. Washington in Miami –
ssain@naylor.com | (352) 333-6020
Managing Editor: Elaine Richardson 28 A Networking Reception to Benefit the ERA PAC
elaine@naylor.com | (800) 856-8092 Presented by ERA
Layout and Design: Barry Senyk 6:00 p.m.-7:30 p.m. February 28, 2012
Photography: Brian Davis
Marketing: Kaydee Currie Fontainebleau Miami Beach
Contributing Writers: Peter Marinello, Jacqueline Renfrow Miami, Fla.
Contributing Columnists: Jaffer Ali, Lesley Fair, Steven Feinberg, For more information, visit www.retailing.org/events
Timothy Hawthorne, Yolanda Kokayi, Marcelino Miyares Jr.,
Rick Petry, Scott Richards, Dick Wechsler
Editorial Submissions eMetrics Marketing Optimization Summit
Send press releases and other data to ssain@naylor.com March March 4-9, 2012
ADVERTISING 4-9 Marriott Marquis San Francisco
Publisher | Charles Popper
cpopper@naylor.com | (888) 404-6154 San Francisco, Calif.
Publication Manager | Heather Ciocca For more information, visit www.emetrics.org/sanfrancisco
hciocca@naylor.com | (352) 333-3463
Publishing Consultant | Gina Mullins-Cohen Merchant Risk Council’s 10th Annual e-Commerce
gcohen@naylor.com | (949) 276-2346
Publication Director | Matthew Yates
March Payments & Risk Conference
myates@naylor.com | (352) 333-6014 27-29 March 27-29, 2012
Sales Representatives | Pam Blasetti
blasetti@naylor.com | (352) 333-3423 Wynn Las Vegas
| Shaun Greyling Las Vegas, Nev.
sgreylin@naylor.com | (352) 333-3385
| Scott Pauquette For more information, visit www.merchantriskcouncil.org
spauquette@naylor.com | (352) 333-3446
ad:tech San Francisco
| Jessica Semonin
jsemonin@naylor.com | (352) 333-3357
April April 3-4, 2012
MAGAZINE ADVISORY BOARD
3-4 Moscone Center West
MAB Chairman: Dick Wechsler, Lockard & Wechsler Direct San Francisco, California
Hal Altman, Motivational Fulfillment & Logistics Services
Brendan Condon, REVShare
For more information, visit www.ad-tech.com
Danette Dickerman, R2C Group
Stacy Durand, Revenue Frontier/Media Design Group April 2012 ERA Hong Kong Seminar
Marty Fahncke, FawnKey & Associates Presented by ERA
Edward Glynn, Venable LLP 20 April 20, 2012
Harry Hill, Oak Lawn Marketing Group
Maria Kennedy, Discovery Communications Hong Kong Convention & Exhibition Centre (CEC), 1 Expo Drive
Peter Koeppel, Koeppel Direct Wanchai, Hong Kong
Gary Latz, a2b Fulfillment Inc. For more information, visit www.retailing.org/events
Collette Liantonio, Concepts TV Productions
Robert Logie, Studio Moderna
Ken Musante, Direct Response Payments
Rick Petry, Creative Writer, LLC May Government Affairs Fly-In
Joan Renfrow, Onyx Productions Direct Inc.
7-8 Presented by ERA
Gene Silverman, Hawthorne Direct May 7-8, 2012
Anthony Sziklai, Moulton Logistics Management
Jeff Tuller, Savvier Washington, D.C.
Dan Zifkin, Zephyr Media Group For more information, visit www.retailing.org/events
SUBSCRIPTIONS
Email Jerry Rozario, JRozario@retailing.org Please send your upcoming industry event listings to Sarah Sain at ssain@naylor.com.
Published February 2012 ERA-M0212/6655 Note: Dates and locations are subject to change.
February 2012 | electronicRETAILER 7

8. YOUR ASSOCIATION, YOUR BOTTOM LINE BY JULIE COONS
A Time for Community
and Conversation
tThere’s been a lot of buzz surrounding The Great Ideas
Summit 2012. And much of that excitement is attrib-
uted to our return to Miami – a favorite destination
for many. We’ll be rolling out the red carpet at the
Fontainebleau Miami Beach and gearing up for three
days of high-powered networking and deal making.
Aside from the receptions, exhibits and special events
on our agenda, we also have assembled a great educa-
tion program that will include the Keynote Presentation
along with long-form and short-form sessions located
right on the Show Floor.
On February 28 and 29, ERA will present education
featuring four Panel Discussions (hour-long sessions) and
eight Lightning Sessions (12-minute presentations). ERA
staff, the ERA Education Committee and more than
300 ERA members voted on these final 12 sessions via
• The Multichannel Marketing Advantage – Learn how to
leverage all marketing channels from digital to direct
mail to DRTV so that you can maximize sales at the
lowest possible cost.
• Create Meaning ful Consumer Connections by
Integrating Mobile with DR – How to build and
implement an effective mobile and direct response
strategy to build meaningful customer connections,
and increase ROI and customer loyalty.
• How A Virtual Store Leads to More Sales – Understand
how a 3D store with augmented reality allows customers
to have an in-store experience from home.
• Don’t Run Your DR Campaign by the Seat of Your
Pants: Have a Plan! – The 20 elements of a good DR
plan, which include market opportunity, independent
research, demographics and legal substantiation.
a crowd-sourcing initiative. Thank you to the Education On Tuesday, February 28, I encourage all of you
Committee for, once again, supporting this initiative. to attend this year’s Keynote Presentation titled “DR
The 12 sessions include: Disruption – What You Need to Know About Social
• 10 Profound Marketing Secrets That Produce Big Profits and Over-the-Top TV.” I will be moderating this panel
– Industry experts will reveal 10 of the most profound discussion and joined by leading experts Brendan
hidden secrets you can use to accelerate your results! Condon of REVShare, Andrew Gordon of Direct
• Which Came First – Retail or DRTV in Seeking the Impact Group and Ben Mendelson of the ITV Alliance
Golden Egg? – Hear from major players in the industry to learn more about these technologies and the impact
as they compare and contrast the direct marketer mold that social and OTT TV might have on our industry.
from the start to retail outlet modeling to incorpora- As you can see, we’ve put together an assortment of
tion of DRTV. sessions designed to not only provide our attendees with
• The Real Men and Women of Madison Avenue – valuable information, but also to serve as a conduit for
Understand the three things that you must do to create conversation. It’s an opportunity to get people talking
a memorable, lasting, results-driving brand campaign. about the topics and issues affecting our business today.
• The Road to Retail – A Superhighway with Many Exits! We want to keep the communication going between
– Attendees will learn which path leads to increasing our speakers and attendees long after The Great Ideas
ROI and the shortest route to success. Summit concludes. That’s why we invite ERA members
• Apparel – The HOT Category for DRTV – Learn more to participate in our online community, MyERA, at
about these popular apparel products and how you myera.retailing.org and start a dialogue. This custom-
can market the next “must have.” ized social networking tool puts you in touch with our
• Positive Reputation = Revenue: Increasing Your Online industry’s thought leaders, and gives us – ERA staff –
Market Share – This online reputation management direct feedback on the types of educational content you
session will teach DRTV marketers and service pro- would like to see at future conferences.
viders how to navigate their online market share. Finally, be sure not to miss ERA’s Washington in
• For the Hispanic Vote, the Campaign is on! – Discover Miami, a high-powered networking reception to help
why ignoring the Hispanic electorate in 2012 could raise funds for the association’s E-Retail Political Action
be at your peril! Committee.
• Deal of the Day Sites: A Game Changer – Learn how For more information about The Great Ideas Summit
to immediately capitalize on this new segment by 2012 or to register, please visit www.ERAGreatIdeas.org
educating them about industry players, success stories, or retailing.org.
roadblocks and the economics of the deal. I look forward to seeing you in Miami!
8 electronicRETAILER | February 2012

10. GREAT I D E A S AT
C-LEVEL
T H E G R E AT I D E A S S U M M I T R E T U R N S T O M I A M I .
For 2012, we’re back in the hottest, coolest city on the planet. The Great Ideas Summit is at Miami’s
fabulously reimagined, modernly luxurious Fontainebleau Miami Beach. Get the chance to shake
hands with nearly 800 decision makers, fill your brain with the latest selling strategies, and raise
your glass (and the roof)! It’s ERA’s Access2 with the right people and everything you need to grow …
all under the golden Florida sun. Register now and we’ll C you there. ERAGreatIdeas.org
F EBR UARY 27-29, 2012 | MI AM I , F L | F ON TAI N E B LE AU M I AM I B E AC H

11. INDUSTRY REPORTS
Connect, Collaborate and Discover with MyERA
ARLINGTON, Va. – The Electronic with fellow members and the industry
Retailing Association (ERA) gave its at large.”
members an early holiday present with The MyERA website, myera.retailing.
the launch of its new online networking org, is a powerhouse tool for network-
community, MyERA. ing and collaboration. By logging into
MyERA is a user-friendly online net- the community and creating a profile,
working community that allows ERA both members and non-members can
members to easily connect with one Dave Martin, vice president of market- get access to personalized content
another, find new business leads, share ing and content at ERA, says MyERA is alerts, exclusive info from the ERA
ideas and content and much more. It’s a valuable resource that offers members Knowledge Center, easy access to con-
the direct response industry’s leading new ways to think about and do business. nect and network directly with elite
resource for actionable content. The com- “We’re very excited to provide our leaders in the direct response industry,
munity is also where ERA’s committees members with this new and excit- start discussions with your peers and
and councils are managed and also where ing community,” Martin says. “We much more.
ERA members can gain access to special encourage users to utilize MyERA as For more information about MyERA,
members-only information, including a business social networking tool that contact Dave Martin at dmartin@retail-
eMarketer reports and best practice briefs. will help them stay closely connected ing.org or visit myera.retailing.org.
Brandenburg Gate, the show will feature inventor or a service provider to the
Registration Now many of the same elements that made industry, this conference is the place
Open for ERA Europe Stockholm such a success. to go.”
“The standard was set high with “We want people to come to the con-
Conference Stockholm, but Berlin has its own ference and do great business and have
BRUSSELS, Belgium – Registration flavor,” says ERA Europe Executive a great time. That’s what it’s all about.
is now open for the 2012 Electronic Director Marcel Avargues. “The busi- You can meet all the right people in
HomeShopping Conference. After a ness should be more active; the edu- Europe in one location,” says Conference
record-breaking 2011 show in Stockholm, cation sessions are to be on the right Director Nancy Barkan.
the ERA Europe Conference continues its track.” When asked why people should For more information about the 2012
travels, making its next stop in Berlin. attend, he explains, “People will meet Electronic HomeShopping Conference
Taking place on June 24-26 at the entire core of the industry in Europe or to register, visit
the Marriott Hotel near the famous here. Whether you’re a vendor, an www.e-homeshopping.org.
As Seen on TV Inc.
Completes $15 Million
in Equity Financing
CLEARWATER, Fla. – As Seen On TV
Inc., parent company of TVGoods Inc.,
recently received $12,155,000 in equity
financing, bringing the total raised in
recent months to $15 million.
The transaction provides the capi-
tal necessary to accelerate market-
ing and promotional efforts for a
variety of products, as well as for
the development of products to be
introduced during the beginning of
2012. Management intends to use the
majority of the net proceeds from the
offering for purchasing product inven-
tory for AsSeenOnTV.com, producing
February 2012 | electronicRETAILER 11

12. INDUSTRY REPORTS
Read Electronic Retailer
Magazine Online!
The latest editions of Electronic Retailer are
available in our new digital format at www.elec-
tronicretailermag.com. Also, browse back issues
from the last five years, all online and at your
fingertips. The new digital format is available
as well via your smartphone or iPad and has
a host of interactive features, including offline
download, bookmarking and sending of pages
to social networking sites.
new infomercial projects, building out Canis Launches the
retail distribution, media buying, and
expanding global distribution and UK’s First Shopping
marketing of its products. Radio Network
According to Chairman of the Board
Kevin Harrington, “We are gratified LONDON, England – Canis Media
that investors are showing support for has teamed up with WRN Broadcast
our expansion plans and recent inno- to launch the UK’s first shopping radio
vations. In this economy, we realize it station, Shop Radio.
can be difficult to raise capital to help Shop Radio will be broadcast on the
facilitate growth but we are succeeding Sky platform 22 hours a day, seven days
with this strategy, which can help the a week and can also be found on the
company, our partners and inventors web at www.shopradio.com.
achieve their goals.” This new radio station will be the
first of its kind in the UK to bring radio
listeners the same quality products that
TV viewers have had access to for more
than a decade.
Ed Hall, chief executive of Canis
Media, says, “I have been looking for
the right partner to launch Shop Radio
for nearly 10 years. WRN Broadcast is a
great distributor of radio stations, and a
combination of our market knowledge
and experience and WRNB’s history in
radio seems like a winning combina-
tion to me.”
Swipe Solutions’
Rapid Response
Team a Success
LOS ANGELES, Calif. – Swipe Payment
Solutions announces the success of its
new Rapid Response Team. The five-
person team responds to client requests,
support issues, proposals or any needed
action immediately.
Manned with the technology, more
than 75 years combined banking and
Glossary Link payment processing
experience and 20 domestic banks
518998_InfoCision.indd 1 525177_EM.indd 1 12/16/11 9:41:58 AM
12 electronicRETAILER | February8:39:27 PM
3/19/11
2012

13. for our customers, Vice President of industry, has moved into its new cor-
Business Development Curtis Kleinman porate headquarters. The newly con-
says the company is proud of the team’s structed building doubles Cannella’s
successful July launch and of it has space to 9,600 square feet in order to
accomplished in the months since. accommodate a significant staff expan-
The Rapid Response Team can sion necessitated by record growth for
respond within minutes and hours to the company.
nearly all requests. It is also available to The new address for Cannella
help its priority e-commerce and direct Response Television is 848 Liberty
response customers during off-hours, Drive, Burlington, WI 53105. The com-
including evenings and weekends. pany’s main phone number, (262) 763-
For more information, visit www. 4810, remains the same.
swipellc.com “We have been eagerly anticipating
this day since we broke ground on our
Cannella Response new building in June,” says Frank
Cannella, founder and executive director
Television Moves to of Cannella Response Television. “Our
New Headquarters new headquarters is testament to our
continuing growth, our standing as
BURLINGTON, Wis. – Ca nnel la DRTV industry leaders and, most sig-
Response Television, the largest info- nificantly, to the people here who made
mercial media company in the DRTV it all possible.”
STATWATCH 10-30 second videos,
BY IRV BRECHNER using existing footage
that you’ve already shot,
repurposed for a differ-
ent purpose. One might
be “See how it works”
with animation of the
product’s operation.
Another might be “See
what a professional says”
with one or more video
testimonials. Or “Hear
what the inventor says”
with a video interview of
the products’ inventor.
Think short and sweet
“video bursts” that take
advantage of our insa-
tiable appetite for video. Chances
As video takes over the web (180
are good your online conversion
million Americans watched online
rate will benefit.
video in a single month**), having
extensive video on DRTV product *MarketingExperiments quoted in
websites is a no-brainer. SeeWhy Webinar, 11/8/11; Internet
While many DRTV advertisers Retailer, 4/10/11
do indeed have their short- or long-
**BizReport, 10/26/11
form commercials on their websites,
that’s often where it ends. With all Irv Brechner is EVP and creator
the video footage marketers have, of Acquirgy’s Customer Acquisition
there’s an opportunity to take it to IntelCenter and can be reached
the next level. at irv@acquirgy.com. Look for an
Let video do the selling instead extended version of StatWatch in
of dense text. Think a slew of the ERA Knowledge Center.
562725_Dial.indd 1 11/30/11 9:45:28 AM
February 2012 | electronicRETAILER 13

14. INDUSTRY REPORTS
FTC Forum
Where the FTC Says
Facebook Went Wrong
BY LESLEY FAIR
It’s no surprise the FTC’s proposed privacy settlement with
Facebook has attracted industry attention. The terms of a
particular order apply only to the company in question,
of course. But savvy retailers use FTC cases as compliance
checklists to help them stay off the law enforcement radar
screen. Where did Facebook go wrong, and what tips can
your business take from the case?
The FTC’s complaint charges eight separate violations of
the law. According to the FTC, Facebook falsely promised
that people could restrict their information to a limited audi-
ence, but then went ahead and shared it with users’ friends’
apps. In addition, the FTC says that when Facebook changed
its privacy practices in December 2009, it overrode users’
existing privacy choices in a way that was both deceptive
and unfair. What’s more, says the FTC, Facebook deceived
people about how much of their information was shared Electronic retailers who do business in Europe understand
with apps they used. the significance of Facebook’s promise that it complied with
What about Facebook’s promise that “We don’t share your U.S.-EU Safe Harbor Framework, a mechanism by which
information with advertisers unless you tell us to”? The FTC American companies can transfer data consistent with
says that in many instances, Facebook shared with advertisers European law. But according to the FTC, Facebook’s pledge
the user ID of people who clicked on ads. The complaint also wasn’t truthful.
charges that before awarding apps the company’s “Verified What does the future look like for Facebook’s privacy practices?
App” seal, Facebook promised to put them through a “detailed The order includes a broad ban on deception and a violation kicks
review process.” But according to the FTC, Facebook really in substantial financial penalties. Furthermore, when Facebook
didn’t do anything different to check out the security of those offers privacy settings on its site, it has to honor them. What if
apps. The FTC also says Facebook made deceptive claims Facebook wants to share certain broad classes of information
about its photo and video deletion policy. “When you delete in a way that exceeds the privacy settings a user has already
an account, it is permanently deleted from Facebook,” the chosen? Facebook will have to clearly and prominently disclose
company claimed. But even after users followed Facebook’s what it wants to do and then get each user’s affirmative express
procedure for deactivating or deleting an account, Facebook consent. What about just changing the privacy policy? No dice.
still served up their photos and videos to anyone who accessed That’s not “clear and prominent” under the order.
them via the content URL. The company also has agreed to a comprehensive overhaul
of its privacy practices, including regular audits by independent
outsiders for the next 20 years. The program has to address
According to the FTC, Facebook privacy risks posed by existing products and new ones that
falsely promised that people right now are just a fleeting thought in a Facebook developer’s
imagination. To ensure compliance, the order imposes strict
could restrict their information monitoring and reporting requirements.
to a limited audience, but then Looking for tips to help keep your company on the right
side of the law? Visit the Privacy & Security portal at
went ahead and shared it with business.ftc.gov.
users’ friends’ apps. Lesley Fair is an attorney with the FTC’s Bureau of
Consumer Protection.
14 electronicRETAILER | February 2012

15. The DRTV Experts That
Drive Multi-Channel Sales
At Koeppel Direct we start by thinking inside the box to deliver
sales outside the box. Why? Because direct response television
(DRTV) is a powerful hub that educates buyers and drives sales
across all channels.
The Koeppel Direct team, led by Wharton MBA Peter Koeppel,
offers superior media planning strategies, and proprietary research
and analytics, combined with buying clout – all designed to ensure
your success.
Christena Garduno, Chief Media Strategist and Peter Koeppel, President
Meet Us At ERA's Great Ideas Summit, 2/27-2/29/12, Fontainebleau Miami Beach, contact us at 972-732-6110 or visit www.koeppeldirect.com.

16. EMARKETER RESEARCH
Who is the U.S. Hispanic Market?
The U.S. Hispanic population is booming, and eMarketer estimates that by the end of this year 66 percent of it will be online.
As the number of Hispanics and their spending power continue to increase, so will the role of digital media in their daily lives.
Marketers who want to reach them have a number of factors to consider. Language is only one of the issues to address.
While English may be many Hispanics’ primary language, they often still rely on Spanish to get information they trust.
Technology and media usage are also key. Hispanics are early adopters of many of the latest devices, including smartphones
and tablets. They are heavy consumers of digital media and participate in a wide range of content activities as they make the
desktop and mobile internet an integral part of daily life.
U.S. Hispanic Adult and Child Population, 2000 & 2010 (millions and % change)
0% 50.5
43.
35.3
33.3
2%
45.
23.0
8% 17.1
12.3 38.
2000 2010
Children (<18) Adults (18+) Total
Note: numbers may not add up to total due to rounding
Source: Pew Hispanic Center, “Census 2010” 50 Million Latinos,” March 24, 2011
U.S. Buying Power*, by Race/Ethnicity, 1990, 2000, 2010 & 2015 (billions)
1990 2000 2010 2015
White $3,788.7 $6,349.6 $9,439.3 $11,841.3
Black $316.3 $600.2 $957.3 $1,247.4
Asian $115.4 $274.4 $543.7 $775.1
Multiracial $0.0 $59.6 $115.5 $164.6
American Indian $19.6 $40.0 $67.7 $90.3
Total $4,239.9 $7,323.7 $11,123.5 $14,118.7
Hispanic (can be of any race) $210.0 $499.0 $1,036.0 $1,482.0
Note: numbers may not add up to total due to rounding; *defined as disposable personal income,
meaning the share of total personal income available for personal consumption, personal interest
payments and savings
Source: Selig Center for Economic Growth, Terry College of Business, The University of Georgia, “The
Multicultural Economy 2010,” Dec. 1, 2010
16 electronicRETAILER | February 2012

17. U.S. Hispanic Internet Users and Penetration, 2009-2015 (millions and % Hispanic population)
42.1
39.8
37.0
34.9
32.2
30.1
73%
27.7 71%
66% 68%
63%
58% 61%
2009 2010 2011 2012 2013 2014 2015
Hispanic internet users % of Hispanic population
Note: can be of any race; individuals of any age who use the internet from any location via any device at least once per month
Source: eMarketer, January 2011
U.S. Hispanic Mobile Phone Users, by Age and Gender, 2009 & 2010 (% of respondents in each group )
2009 2010
Gender
Male 80% 80%
Female 71% 73%
Age
18-29 81% 90%
30-44 80% 80%
45-59 73% 73%
60+ 58% 50%
Note: 2009 n=1,754; 2010 n=1,375
Source: Pew Hispanic Center, “Latinos and Digital Technology, 2010,” Feb. 9, 2011
Actions Taken After Seeing an Ad According to U.S. Hispanic vs. Non-Hispanic Internet Users,
October 2010 (% of respondents)
Search the internet for product/brand information
43%
37%
Comparison shop for lowest price
39%
31%
Shop in physical stores for product/brand
38%
36%
Talk about it with friends/family
36%
31%
Read product reviews
30%
23%
Shop online retailers
20%
16%
Nothing
13%
Note: ages 13+ 17%
Source: comScore, Inc., Conectados!: Understanding the U.S. Hispanic Online
Consumer,” provided to eMarketer, Nov. 19, 2010 Hispanic Non-Hispanic
February 2012 | electronicRETAILER 17

18. RETAIL RANKINGS
RETAIL INFOMERCIAL RANKINGS BY MEDIA FOR DECEMBER 2011
LONG-FORM PRODUCTS SOLD ON TV
Based solely on media spending for programs aired on national cable networks monitored, media index
and web activity.
Rank Product Marketing Company Category Price
1 NuWave Oven Hearthware Kitchen Three payments of $39.99 plus $29.95 S&H
2 Shark Steam Pocket Euro-Pro Household Four payments of $39.95 plus S&H
3 My Pillow LifeBrands Household 60-day risk-free offer
Computers &
4 MagicJack MagicJack 30-day free trial
Electronics
5 Total Gym Total Gym Fitness Health & Fitness 30-day trial for $49.95
6 Meaningful Beauty Guthy-Renker Beauty $39.95 plus $5.99 S&H
7 Ninja 1100 Euro-Pro Kitchen Four payments of $39.95 with free S&H
8 Zumba Zumba Fitness Health & Fitness Three payments of $29.95 plus $15.95 S&H
9 Brazil Butt Lift Beachbody Health & Fitness Three payments of $19.95 plus $12.95 S&H
10 Wen Guthy-Renker Beauty $29.95 plus $5.99 S&H
11 Insanity Beachbody Health & Fitness Three payments of $39.95 plus $24.95 S&H
12 Genie Bra Tristar Products Fashion $59.99 plus $9.99 S&H
13 NInja Pulse Euro-Pro Operating Kitchen Four payments of $37.50 with free S&H
14 Nopalea TriVita Health & Fitness Free bottle; pay $9.95 S&H
15 Sensa Sensa Products Health & Fitness 30-day trial for $9.95 with free S&H
16 Shark Navigator Lift Away Euro-Pro Household Four payments of $49.95 plus $45.90 S&H
17 Food Lovers Fat Loss System Provida Life Sciences Health & Fitness Six payments of $19.99 plus $19.99 S&H
18 Miracle Fireplace Heat Surge Household $298 plus $49 S&H
19 InStyler Tre Milano Beauty 30-day trial for $14.99 plus $19.99 S&H
20 Tria Laser Tria Beauty Beauty Lead generation
21 10-Minute Trainer Beachbody Health & Fitness Two payments of $39.95 plus $9.95 S&H
22 OrGreenic Telebrands Kitchen $19.99 plus $6.99 S&H
23 P90X Beachbody Health & Fitness Three payments of $39.95 plus $19.95 S&H
24 no!no! Radiancy Beauty Three payments of $89.95 plus $14.95 S&H
25 CarMD CarMD Automotive Three payments of $39.95 plus $14.95 S&H
© Copyright 2012 Infomercial Monitoring Service Inc.™ All rights reserved. IMSTVOnline.com. Satellite 2, 810-812 Park Way, Philadelphia, PA 19008. Phone (610) 328-6902. Fax:
(610) 328-6791. Email sam@imstv.com. IMS is a research and publishing company that tracks both long-form infomercials and short-form DRTV spots on national cable, broadcast
and satellite networks. IMS Rankings are for December 2011. Rankings for each month are based on long-form infomercial media and short-form spot frequency of programs
aired on networks monitored. IMS database and video library services involve all aspect of the DR industry. IMS provides weekly and monthly reports, rankings, verifications,
evaluations, research, consulting, film and video production and post production. No part of any IMS reports may be reproduced or transmitted in any form electronic or
mechanical, including photocopy, or any information storage and retrieval system without permission in writing from IMS. IMS is not responsible for any loss due to errors or
omissions in information provided, or for any loss of service due to technical or other difficulties. Please visit IMSTVOnline.com for more information.
18 electronicRETAILER | February 2012

19. SPOT RANKING BY FREQUENCY FOR DECEMBER 2011
SHORT-FORM PRODUCTS SOLD ON TV
Based solely on frequency of programs aired on national cable networks monitored.
Rank Product Marketing Company Category Price S&H
1 Proactiv Solution Guthy-Renker Beauty $19.95 $0
2 Perfect SitUp Perfect Fitness Health & Fitness $59.95 $14.95
3 Mint Evolution Robotics Household $199.99 $0
4 Vibration Tri-Phoria Church & Dwight Co. Personal $0 $0
5 Pajama Jeans Hampton Direct Fashion $39.95 $7.95
6 Pro-Form Ab Glider ICON Health & Fitness Health & Fitness $14.95 $0
7 Slice-O-Matic Telebrands Kitchen $19.99 $6.99
8 Lipozene Obesity Research Institute Health & Fitness $29.95 $0
9 Ahh Bra Ahh Bra Fashion $19.99 $0
10 Salon Express Ontel/Spark Innovators Beauty $10 $6.99
11 Flex Seal Flex Seal Household $19.99 $9.95
12 Forever Lazy Allstar Products Group Fashion $29.95 $7.95
13 Kobalt Double Drive Kobalt Household $19.98 $0
14 Plaque Blast Telebrands Pet Products $10 $6.99
15 PajamaGram The PajamaGram Co. Miscellaneous $0 $0
16 Chef Basket Telebrands Kitchen $10 $6.99
17 Grout Bully Harvest Direct Household $10 $7.95
18 Gray Away Qbeauty Beauty $19.99 $13.98
19 InstaHang Product Trend Household $14.99 $7.95
20 EZ Moves Allstar Products Group Household $19.99 $7.95
21 Twin Draft Guard Hampton Direct Household $19.99 $7.95
22 2012 Gold Buffalo Coin National Collectors Mint Crafts & Hobbies $9.95 $4.95
23 Pro-Form TDF ICON Health & Fitness Health & Fitness $0 $0
24 OrGreenic Telebrands Household $19.99 $6.99
25 Eggies Allstar Products Group Kitchen $10 $7.99
© Copyright 2012 Infomercial Monitoring Service Inc.™ All rights reserved. IMSTVOnline.com. Satellite 2, 810-812 Park Way, Philadelphia, PA 19008. Phone (610) 328-6902. Fax:
(610) 328-6791. Email sam@imstv.com. IMS is a research and publishing company that tracks both long-form infomercials and short-form DRTV spots on national cable, broadcast
and satellite networks. IMS Rankings are for December 2011. Rankings for each month are based on long-form infomercial media and short-form spot frequency of programs
aired on networks monitored. IMS database and video library services involve all aspect of the DR industry. IMS provides weekly and monthly reports, rankings, verifications,
evaluations, research, consulting, film and video production and post production. No part of any IMS reports may be reproduced or transmitted in any form electronic or
mechanical, including photocopy, or any information storage and retrieval system without permission in writing from IMS. IMS is not responsible for any loss due to errors or
omissions in information provided, or for any loss of service due to technical or other difficulties. Please visit IMSTVOnline.com for more information.
February 2012 | electronicRETAILER 19

20. JORDAN WHITNEY’S TOP CATEGORIES
JORDAN WHITNEY’S TOP INFOMERCIAL CATEGORIES
FOR DECEMBER 2011
FITNESS
RANK SHOW NAME PRODUCT PRICE DISTRIBUTOR
1 Insanity Exercise program $119.85 Beachbody
2 The Firm Express Fitness program $89.85 Gaiam Americas
3 Total Gym Home gym $49.95 trial Total Gym Fitness
4 P90X Fitness DVDs $119.85 Beachbody
5 Zumba Fitness DVDs $89.85 Zumba Fitness
SELF-HELP
RANK SHOW NAME PRODUCT PRICE DISTRIBUTOR
1 Free Money Book $29.95 QSN Direct
2 Humana Medicare Medicare Advantage plan Lead generation Humana
3 Brainetics Math/memory training $14.95 trial Launch Pad
4 Total Transformation Parenting program Lead generation Legacy Parenting
5 Life Lock Identity theft protection Lead generation Life Lock
BEAUTY
RANK SHOW NAME PRODUCT PRICE DISTRIBUTOR
1 Lifestyle Lift Face lift procedure Lead generation Lifestyle Lift
2 Wen Hair care products $29.95 Guthy-Renker
3 Genie Bra Seamless bra $59.99 Tristar Products
4 Meaningful Beauty Skincare $39.95 Guthy-Renker
5 Tria Laser Hair removal device $445 Tria Beauty
Source: The Jordan Whitney “Greensheet,” published by Jordan Whitney Inc., Tustin, Calif. For information about the “Greensheet,” Jordan Whitney’s consulting, tape
library or category specific research reports, contact Clare Kogler at Jordan Whitney Inc. Voice: (714) 832-3353; fax: (714) 832-4422; email: greensheet@cox.net or visit our
website: jwgreensheet.com. ©Jordan Whitney Inc. 2012
20 electronicRETAILER | February 2012

21. JORDAN WHITNEY’S TOP TRADITIONAL SHORTFORM CATEGORIES
FOR DECEMBER 2011
HOUSEWARES
RANK SPOT NAME PRODUCT PRICE/OFFER DISTRIBUTOR
1 Slice-O-Matic Manual Slicer $19.99 Telebrands
2 Flex Seal Rubber spray sealant $19.99 Swift Response
3 Kobalt Double Drive Screwdriver set N/A Lowe’s
4 Furniture Fix Support panels for furniture $14.99 Hampton Direct
5 Space Bag Vacuum storage bags $19.95 ITW Space Bag
PET PRODUCTS
RANK SPOT NAME PRODUCT PRICE/OFFER DISTRIBUTOR
1 Plaque Attack Dental spray for pets $19.95 Exceptional Products
2 Shed-Pal Dog grooming tool $19.95 Telebrands
3 Tagg Pet Tracker Pet tracking device $14.95 trial Qualcomm
4 Pet Rider Car seat throw for pets $14.99 Telebrands
5 Comfy Control Harness Restraint system for dogs $10 Telebrands
TOYS
RANK SPOT NAME PRODUCT PRICE/OFFER DISTRIBUTOR
1 Pillow Pets Stuffed animal pillow $19.95 CJ Products/Ontel
2 Wuggle Pets Plush toy making kit $19.99 IdeaVillage
3 Happy Nappers Stuffed pillow for kids $19.99 Merchant Media
4 Fushigi Ball Magic ball toy $19.99 IdeaVillage/Zoom TV
5 Criss Angel Magic Magic kit $29.98 IdeaVillage
Source: The Jordan Whitney “Greensheet,” published by Jordan Whitney Inc., Tustin, Calif. For information about the “Greensheet,” Jordan Whitney’s consulting, tape
library or category-specific research reports, contact Clare Kogler at Jordan Whitney Inc. Voice: (714) 832-3353; fax: (714) 832-4422; email: greensheet@cox.net or visit our
website: jwgreensheet.com. ©Jordan Whitney Inc. 2012
February 2012 | electronicRETAILER 21

22. LOCKARD & WECHSLER’S CLEARANCE & PRICE INDEX BY EDDIE WILDERS
The Price and Clearance Indices are based on a 52-week moving average, dating back to the first week of January
2011. The Index is calculated by dividing current week clearance percentage or CPM over the most recent 52-week
average clearance or CPM. Trends are now compared to those of 2010.
CLEARANCE INDEX
The very soft marketplace that advertisers were enjoying The end of the holiday season brought us into presi-
through the beginning of the quarter lasted right into dential primary season with Iowa and New Hampshire
the final week of the year. The higher percentages dur- kicking off the festivities. Local broadcasters will be in
ing December brought each length above 2010 levels. full political blackout windows, and inventory will be
The 30-second clearance increased from 28 percent to extremely difficult to secure.
31 percent, while 60-second clearance rose from 25 The soft marketplace continues to afford direct
percent to 28 percent and 120-second clearance jumped response inventory on both syndication and network.
from 15 percent to 21 percent in 2011. Early indications Programming such as The Price is Right and the Today
of the 2012 marketplace show that this softness of the show are prime locations for DR advertisers, and 2012
inventory should be around through at least the end should continue to afford these opportunities, if the
of the first quarter. price is right.
3 0 -s econd Clearance
3.00
2.50
2.00
1.50
1.00
0.50
0.00
Week 1
Week 4
Week 7
Week 10
Week 13
Week 16
Week 19
Week 22
Week 25
Week 28
Week 31
Week 34
Week 37
Week 40
Week 43
Week 46
Week 49
2010 2011 Week 52
6 0 -s econd Clearance
2.50
2.00
1.50
1.00
0.50
0.00
Week 1
Week 4
Week 7
Week 10
Week 13
Week 16
Week 19
Week 22
Week 25
Week 28
Week 31
Week 34
Week 37
Week 40
Week 43
Week 46
Week 49
Week 52
2010 2011
22 electronicRETAILER | February 2012

23. 1 2 0 -s econd Clearance
3.00
2.50
2.00
1.50
1.00
0.50
0.00
Week 1
Week 4
Week 7
Week 10
Week 13
Week 16
Week 19
Week 22
Week 25
Week 28
Week 31
Week 34
Week 37
Week 40
Week 43
Week 46
Week 49
Week 52
2010 2011
PRICE INDEX
Strong December viewership helped curb the 2011 price index, as the year finished strong. Stations such as Hallmark,
Fox News and WGN continue to be direct response mainstays. USA, AMC and ESPN remained at the top of the view-
ership mountain, while also allowing for a stronger DR presence in select dayparts. With the return of network prime
programming, the NFL playoffs and the political season starting in January, viewership promises to increase once again.
CPM
1.60
1.40
1.20
1.00
0.80
0.60
0.40
0.20
0.00
Week 1
Week 4
Week 7
Week 10
Week 13
Week 16
Week 19
Week 22
Week 25
Week 28
Week 31
Week 34
Week 37
Week 40
Week 43
Week 46
Week 49
Week 52
2010 2011
February 2012 | electronicRETAILER 23