Vol. 9, No. 7 | July 2012 CONTENTS FEATURES 22 tableof 22 Ranjit Mulgaonkar left a job at Amazon last year to become founder and CEO of DNA Response Inc. Cover Story Could You Sell Like Amazon? For a piece of the DRTV marketer’s action, a new company called DNA Response Inc. has teamed up with a well-known fulfillment system to store and ship products. That company happens to be Amazon.com. By Jack Gordon 26 DEPARTMENTS 7 Calendar of Events Upcoming Industry Events August through November Industry Reports 2012 Government Affairs Fly-In a Success! Advertiser Spotlight Highlighting This Month’s Advertisers Bulletin Board Advertiser Index Classifieds RESEARCH 14 16 eMarketer Research The Smartphone Class 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 Counterfeiting: Why We Should Care and What We Can Do Counterfeiting is one of the biggest issues facing the direct response industry. There are ways that you can combat the problem, but it takes real commitment. By Greg Sater and Christopher Crook 9 18 30 All Media Are Not Created Equal The days of creating one campaign to be executed across all platforms are gone. Today, marketers must strategically allocate advertising message and dollars to any number of new technologies. By Luke Hubbard and James Mourey 42 43 43 44 4 electronicRETAILER | July 2012