As the former VP of Direct Response Marketing for 20th Century Fox, Los Angeles, overseeing print, radio, film and television direct response campaigns, Cummings created and produced the first electronic retail television series with giant retailer Target Stores. In 2010 The Infomercial and DRTV Handbook written by Drew Cummings was re-published from its original printing in 1995 and made available at Barnes & Noble retail stores, Amazon, and for Kindle devices. The book gives readers insight into the production, marketing, psychology, telemarketing and fulfillment of offering products and services using direct response marketing techniques. "The products and players may change over the years but the basics and economics of direct response television have remained the same" says Cummings. This is a must read primer for anyone interested in direct response television marketing. The new edition (2010) also includes a section on identifying scams in the direct response television industry and how to avoid becoming a victim.