DRTV Finds A New Screen

DRTV has long been a key weapon in a direct marketer's arsenal.  This media vehicle provides the ability to reach and engage a mass audience via a low-cost delivery system of cable and spot TV inventory. It has become invaluable in efforts to generate new leads and deliver efficient rating points.  However, as traditional media comes under fire from new, emerging technologies, like digital video recorders such as TiVo, marketers need to reconsider if traditional weapons like DRTV can still facilitate a desired impact.