Fulfillment Leader Visit www.MoultonLogistics.com/demo for a free demo and learn why the biggest names in DRTV have chosen Moulton. DRTV The TABLE OF CONTENTS 28 The search for beauty goes on as products vie for space on the consumer’s dressing table. COLUMNS R RTV Specialists Direct-to-consumer and Retail Fulfillment CHANNEL CROSSING 38 Radio Radio-to-Text: Reaching Millennials By Marla Theodore Legal Online Advertising and the FTC By Greg Sater Fulfillment Increase Profits with Customer-Friendly Return Policies By Ayal Latz DRTV Why Use a Celebrity? By Robert B. Yallen 8 Your Association, Your Bottom Line The Power of an Idea By Julie Coons FTC Forum Proof Positive By Lesley Fair Rick Petry Double Standards and Practices By Rick Petry 12 Bi-coastal Locatio Bi coastal Locati ns t tions Contact Center Contact Center 40 54 43 Real-time Real time DRTV Analytics 45 DRTV Software Suite Developed In-house by Moulton 888-765-Moulton www.moultonlogistics.com Celebrating 40 years of integrity and service. Proud to be the first in the direct response marketing industry for real-time DRTV analytics and total transparency. 36 ©2011 Electronic Retailing Association. All rights reserved. Published by Naylor, LLC. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including by photocopy, recording or information storage and retrieval system, without permission in writing from the publisher. Reprints of articles are available. Visit www.naylor.com, click on “Client Support” and select “Article Reprint.” electronicretailermag.com 525237_moulton.indd 1 6 electronicRETAILER | July 2011 4/11/11 8:15:07 AM iStockphoto.com The problem of counterfeiting has been exacerbated by the worldwide recession.