Backchannelmedia

Response Magazine, November 4, 2006

Response Debuts Exclusive New Research from Backchannelmedia

Response Magazine, the only independent source for news and information for direct response marketers, and Boston-based Backchannelmedia Inc. are pleased to announce a partnership on a new page of exclusive media research that will appear monthly in the magazine (just turn to page 14 to see the debut edition).

BOSTON, MA and SANTA ANA, CA.We are excited to share this research with Response, as well as the industry,” says Michael Kokernak, founder and co-CEO of Backchannelmedia. “We have always felt that the key to converting general advertising to direct response principles would be grounded in our industry’s ability to communicate. DRTV Research is part of our company’s grassroots efforts, after 10 years of development, to attract Fortune 500 advertisers to an industry that has the potential to remake U.S. commerce.” Backchannelmedia’s DRTV Research department is in the midst of creating groundbreaking changes in how the industry will be able to measure media billings and the success of its programs. Though the research is currently limited to long-form DRTV, the team at Backchannelmedia expects to add short-form research capabilities to its mix by mid-2007.

“We are thrilled that Michael Kokernak, Dan Hassan and their team at Backchannelmedia have agreed to provide Response with monthly snapshots of their new media research,” says Thomas Haire, editor-in-chief. “The things they are measuring at Backchannelmedia are truly set to revolutionize how success and failure in the DRTV business are measured.”

On a monthly basis, Response expects to utilize Backchannelmedia’s capabilities to provide anywhere between two and four snapshot charts showing where and when most DRTV long-form advertising is running. Backchannelmedia is measuring DRTV programming in all 210 designated market areas (DMAs) used by Nielsen, both on broadcast and cable networks.

”In visiting the Backchannelmedia offices in late September, we were truly impressed by the type of research the team is doing in the direct response business,” says Response publisher John Yarrington. “It is an honor to present what promises to be merely the beginning of their great work in breaking down the effectiveness of media buying in the direct response marketplace.”