Electronic Retailer - October 2012 - 6

THE ELECTRONIC RETAILING INDUSTRY THROUGH

YOURSELF INTO

PLUG

TABLE OF CONTENTS

ADVERTISING OPPORTUNITIES WITH ERA

Consumer adoption of ti f technology is altering the way people learn about and buy products, which has forever changed the DRTV sales channel.

24

COLUMNS
8 Your Association, Your Bottom Line
An Industry Comes Together

CHANNEL CROSSING
37 DRTV
Is DRTV D.O.A.?

By Peter Koeppel 38 Teleservices
How to Choose the Right Call Center

By Julie Coons 12 FTC Forum
Trust … but Verify

By Lesley Fair 18
Electronic Retailer is the premier publication for the electronic retailing marketplace. With 93% of readers being C-Level executives or higher, advertising in this publication connects you directly to the heart of the industry. In addition to print, your message is brought to life in a fully interactive digital edition of the magazine. Readers will receive each issue in their inboxes and can virtually flip through the pages and click on ads to redirect to advertisers’ websites.

By Yvonne Anderson 39 Fulfillment
Fulfill Holiday Shoppers’ Wishes with These Vital Tips

Ask the Expert
10 Short-Form Tips for First-Time DRTV Users

By Timothy Hawthorne 19 From the Executive’s Desk
Be the Change You Want to See

By Bob Formica

By Steven Feinberg 31 Guest Viewpoint
Finding Value in a Simple Back-End Setup

28

By Ayal Latz 33 Guest Viewpoint
DRTV is a Smart Way to Market Traditional Brands

Teens and tweens and even younger children now have far more influence over American families’ purchasing decisions.

By Nancy Arnold 46 Rick Petry
Pocketbook Voting

For more information on customizing your advertising program with ERA, contact:

By Rick Petry

Matthew Yates
Naylor, LLC | Project Director (800) 369-6220, ext. 6014 | myates@naylor.com

electronicretailermag.com
©2012 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.”

6

electronicRETAILER | October 2012



Electronic Retailer - October 2012

Table of Contents for the Digital Edition of Electronic Retailer - October 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
IMS Retail Rankings
Jordan Whitney’s Top Categories
Ask the Expert
From the Executive’s Desk
It’s All About the Numbers
Media Attribution Goes Mobile
Marketing to Teens: Not All Fun and Games
Guest Viewpoint
Guest Viewpoint
DRTV
Teleservices
Fulfillment
Member Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - October 2012 - cover1
Electronic Retailer - October 2012 - cover2
Electronic Retailer - October 2012 - 3
Electronic Retailer - October 2012 - 4
Electronic Retailer - October 2012 - 5
Electronic Retailer - October 2012 - 6
Electronic Retailer - October 2012 - Calendar of Events
Electronic Retailer - October 2012 - Your Association, Your Bottom Line
Electronic Retailer - October 2012 - 9
Electronic Retailer - October 2012 - Industry Reports
Electronic Retailer - October 2012 - 11
Electronic Retailer - October 2012 - FTC Forum
Electronic Retailer - October 2012 - 13
Electronic Retailer - October 2012 - IMS Retail Rankings
Electronic Retailer - October 2012 - 15
Electronic Retailer - October 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - October 2012 - 17
Electronic Retailer - October 2012 - Ask the Expert
Electronic Retailer - October 2012 - From the Executive’s Desk
Electronic Retailer - October 2012 - It’s All About the Numbers
Electronic Retailer - October 2012 - 21
Electronic Retailer - October 2012 - 22
Electronic Retailer - October 2012 - 23
Electronic Retailer - October 2012 - Media Attribution Goes Mobile
Electronic Retailer - October 2012 - 25
Electronic Retailer - October 2012 - 26
Electronic Retailer - October 2012 - 27
Electronic Retailer - October 2012 - Marketing to Teens: Not All Fun and Games
Electronic Retailer - October 2012 - 29
Electronic Retailer - October 2012 - 30
Electronic Retailer - October 2012 - Guest Viewpoint
Electronic Retailer - October 2012 - 32
Electronic Retailer - October 2012 - Guest Viewpoint
Electronic Retailer - October 2012 - 34
Electronic Retailer - October 2012 - 35
Electronic Retailer - October 2012 - 36
Electronic Retailer - October 2012 - DRTV
Electronic Retailer - October 2012 - Teleservices
Electronic Retailer - October 2012 - Fulfillment
Electronic Retailer - October 2012 - Member Spotlight
Electronic Retailer - October 2012 - 41
Electronic Retailer - October 2012 - 42
Electronic Retailer - October 2012 - Advertiser Index
Electronic Retailer - October 2012 - Classifieds
Electronic Retailer - October 2012 - 45
Electronic Retailer - October 2012 - Rick Petry
Electronic Retailer - October 2012 - cover3
Electronic Retailer - October 2012 - cover4
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