Vol. 9, No. 3 | March 2012 CONTENTS FEATURES 24 Cover Story tableof CarMD Makes a DR Diagnosis Vice President Art Jacobsen talks about how the company revs up the brand using online and offline direct response marketing. By Vitisia Paynich 24 CarMD enjoys strong sales thanks to its DRTV campaign and online marketing. 28 Selling in a Fragmented World With so many marketing channels and so many ways for consumers to reply to a direct-response offer, what’s a poor advertiser to do? By Jack Gordon DEPARTMENTS 7 Calendar of Events Upcoming Industry Events March through June Industry Reports Electronic Retailer Launches New Website Bulletin Board R2C Group Heads Portland Business Journal’s Top 25 Marketing Firms Advertiser Index Classifieds RESEARCH 14 eMarketer Research Premium Video: Audience, Devices and Content 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 32 Chasing Shadows in Mobile Retail As expected, mobile technology is transforming the electronic retailing scene. But it’s leaving an unparalleled amount of fraud and security threats in its wake. By Alisdair Faulkner 9 16 18 43 20 43 44 34 Case Study DR Marketing North of the Border a2b Fulfillment removes the logistical hurdles to help CarMD find distribution success in Canada. By Ayal Latz 4 electronicRETAILER | March 2012