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The Direct Marketing Association has suspended its Shop-At-Home program - which promotes internet and catalog shopping to consumers by publicizing DMA members’ products on live broadcasts and morning news television shows - reports DM News.
Many TV producers have recently said they no longer air paid product placements. “That’s a concern and very telling about the direction these shows are going in,” said DMA director of media relations Laura Colona.
Rather than hiring a public relations representative, some TV stations have interest in bringing in an expert to talk to consumers. This and the availability of “other tools that may be more effective in supporting catalogs and online initiatives,” caused the DMA to make its decision, Colona continued.
“With podcasting and all of the different ways that we’re reaching consumers, these are all things we want to explore for the program,” she added.
Over the next few months, the DMA plans to seek feedback from members as it revamps the program.
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Katz has also…
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The research, which aggregated a year’s…
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