DRTV Sales Grow; Transition to Retail is the Ideal Outcome

Hawthorne Direct and Don Potter and Associates look at the challenges and rewards of selling on the box.

Direct response television (DRTV) is now a $167-billion business in the U.S., according to the Electronic Retailing Assn. (ERA). Home shopping channels account for $10 billion. Long-form infomercials account for roughly $100 billion, while short-form ads are in the $50 billion range, according to composite estimates from several industry analysts. Last year, sales through infomercials, short-form TV spots and live shopping channels increased 8%, consistent with 2002-2003

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