Electronic Retailer Buyers' Guide and Resource ... - Magazooms

editor’s PERSPECTIVEVITISIA PAYNICHoOn behalf of the entire Electronic RetailerA Trusted Reference Toolmagazine staff, I am proud to present readerswith our annual Gold Book. This substantial—andnoticeably heavy—buyers’ guideand resource directory is designed to be yourhandy year-round reference tool.Given the current recession, one might haveexpected to see fewer companies listed in theGold Book this year. On the contrary, this editionincludes over 1,000 company listingsthroughout 14 different category sections. We’vefound it’s because of the economic climate thatcompanies realize the value of having addedexposure in industry directories such as ours.What’s more, to make things even easierwhile you search for service providers andvendors, we’ve added a new category:Business Services. In this section, we haveorganized service providers that specialize inlegal services, credit/collection services,investment banking, lettershop, licensingservices and venture capital.Do you seek a particular company? Noworries, just turn to page 30 and search forthat listing in our alpha section. Are youlooking for a company that offers multipleservices? The user-friendly Cross Referencesection (see page 114) has it all mapped outfor you by company name and categories.Beyond the expansive company listingsand category sections, you’ll also find helpfulindustry research featuring data on DRTV,radio, mobile and the Internet.This year’s Research section begins with radioon page 8. Are you thinking about putting yourmarketing dollars into this medium? Accordingto a DMA study, direct marketing advertisingexpenditures for radio are expected to increase2.6 percent between 2008 and 2013.Thanks to eMarketer, we have provided youwith some valuable online advertising research6 electronicRETAILER | The Gold Book 2009/2010[ search engine powered by magazooms.com ]as well (see page 10). One of the more interestingpieces of data provided is the online spendingfigures by objective. The research firmmakes a side-by-side comparison of advertisingrevenue earmarked for branding versusdirect response. By 2010, marketers will spend$18.3 billion on DR advertising compared to$8.5 billion on branding. This may not come asa big surprise to many, especially when companiesare scrutinizing every marketing dollar.After all, DR is more measurable.One of the more highly anticipated researchsections, of course, is geared toward the DRTVmarket. Both IMS and Jordan Whitney certainlydeliver the goods with their annual lists.Beginning on page 16, IMS offers its TopCategories that cover both national cableinfomercials and spot rankings from May 1,2008 to April 30, 2009. Beachbody’s P90X and10 Minute Trainer overpowered the competition,garnering the No. 1 and No. 2 slots,respectively, in the health and fitness categoryfor for infomercials. As for short-form spots,ShamWOW absorbed top honors in thehousehold/kitchen category.Jordan Whitney revealed the Top 100Infomercials and Spots for 2008. Free & Cleargarnered some hot property: the No. 1 positionamong all 100 infomercials last year. Thereal estate money making system surpassedthe beauty category’s bareMinerals andLifestyle Lift.So with more than 1,000 company listingsto select from and a plethora of research atyour finger tips, I’m sure that you’ll agree thatElectronic Retailer’s 2009-10 Gold Book is atrusted resource tool that you will refer toover and over again throughout the year.©Electronic ©Electronic Retailer RetailerVitisia PaynichEditor-in-Chief