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CBS assigns each infomercial a VCR-Plus number, so viewers with VCR-Plus technology from Gemstar, can set their recorders by entering a code number assigned to the infomercial. The traditional commercials whet the viewer’s appetite, inviting them to get more information by taping the infomercial at night. Philip Press, vice president of sales and marketing for CBS Television Stations, said the network has developed a package for selling late-night infomercial time augmented by 15- or 30-second commercials aired during the day. The goal, according to Rod Eaton, director of sales promotion, is to drive retail sales. Target Stores is producing half-hour infomercials that discuss the stores in general and do not attempt to sell merchandise. These include retail outlets, Fingerhut catalogs and its new 24-hour home shopping channel, S, which was announced during the convention.
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Direct, the electronic media division of Fingerhut Companies Inc., said the company has begun focusing on other areas of distribution to augment its infomercial business and defray media costs. Within a year, the ultimate goal of all infomercials will be to drive retail sales. “A half hour of media time is too expensive for most infomercials. “The handwriting is definitely on the wall,” said Gene Silverman, vice president of marketing of Hawthorne Communications, an infomercial advertising agency. Several speakers talked about the need for an “integrated marketing approach” that uses infomercials to drive sales at the retail level. Now Fortune 500 companies are getting into the act and driving prices up because they are willing to pay. When entrepreneurs created the long-form commercials, media time was relatively cheap. Infomercials have become a victim of their own success. Although the Third Annual Infomercial Conference and Trade Show, held here last week, had more than its share of hucksters and hustlers, one of the major concerns was the rising cost of infomercial air time.