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Nutrition Products Grow Share of the $11- Billion DRTV Market

Electronic Retailing Assn. and Jordan Whitney Inc. share insights into the fast-changing direct TV channel.

More consumers are buying products featured on TV infomercials and shopping channels than ever before. In the past, only viewers who promptly called phone numbers flashed on screen could purchase items featured on direct response television (DRTV) promotions. Now, however, many DRTV products are sold in retail stores such as Wal-Mart and Target as well as through “As Seen on TV” shops and kiosks at malls. Consumers can also shop on line at any hour of the day or night, purchasing products

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