Northern Lights Direct Response - Canadian Firm Northern Lights Direct Response Television Selected to Present at the Prestigious Direct Marketing Days New York Conference & EXPO”

FOR IMMEDIATE RELEASE
April 26, 2004

“Canadian Firm Northern Lights Direct Response Television Selected to Present at the Prestigious Direct Marketing Days New York Conference & EXPO”

TORONTO: Northern Lights Direct Response Television of Toronto has been selected to present at the Direct Marketing Association’s prestigious New York Conference, being held from May 25 to 27 in New York City. The seminar, entitled “The Psychology of Successful Direct Response Television”, is being presented by partners Ian French and Sandy French.

According to Ian French, the seminar is based on information Northern Lights has accumulated from over 20 years of testing various elements of DRTV commercials including length, product positioning and creative approaches.

“We have amassed a tremendous amount of insight into how and why consumers respond to television commercials and are looking forward to sharing that with an international audience of marketers.”

Delegates will learn:


	Who is watching DRTV;

	What viewers “want” from a commercial;

	The role of emotion and intellect in the buying process;

	The five “Hot Buttons” that trigger consumer response;

	Why viewers buy from some commercials and not others; and,

	How to make commercials viewers find impossible to resist.

-30-

For further information: Ian French, President and Executive Creative Director, Northern Lights Direct Response Television, toll-free: 1.866.501.2105, x223. Email: ian@nldrtv.com. Website: www.nldrtv.com.
For more information regarding the Direct Marketing Association please visit www.the-dma.org or call telephone: 212.768.7277, fax: 212.302.6714.