Response February: Lo-Tech Products to Hi-Tech Marketing

Response February 2018Following on the heels of my recap of the January issue, I’m back to share some inside info on Response‘s February Issue. Online for a couple weeks now, the issue’s cover feature focuses on a marketer you might not immediately identify as groundbreaking: ITW Welding. Our inaugural technology spotlight feature — as part of our new editorial calendar focus on quarterly updates on media, technology, and commerce — looks at cross-platform attribution, and we also present a look at what the FCC‘s recent repeal of net neutrality regulations could mean for marketers. We also lock in on 3Q 2017 short-form DRTV media billings, while three contributed columns contain some noteworthy thoughts. Let’s see how the issue came together.

  • If you’re a long-time reader of Response, our February cover boy might strike you as familiar. That’s because Rich Thompson, VP of marketing (North America) for ITW Welding, appeared on our cover in September 2006, then as part of his marketing efforts on behalf of DuPont’s Teflon brand. Rich has also spoken at Response Expo multiple times in the show’s existence, including in 2017. It was at that event — when he shared information about the company’s incredibly successful “We Build” campaign — that we began discussing the possibility of this feature. If you didn’t think the welding space was where you’d hear about some creative and powerful uses of online video to drive brand and response, well … you’re not alone. But the story is well worth the read. And you’ll be able to catch Rich on stage next month at MTC Expo to hear even more! If you missed the link above, click here: Removing the Masks
  • Freelancer Nicole Urso Reed takes the wheel for our first technology spotlight feature, which dives into the cross-platform attribution question that’s plaguing performance-based marketers of every stripe. What’s the best tech? How is it best used? Can you trust any attribution report provider 100 percent? In case you missed the link: Credit Where Credit Is Due
  • Our freelancer Doug McPherson handles our weekly e-newsletter — so he’s seen his share of reporting on the topic of net neutrality, especially in recent months. So when we needed to take a deeper dive into what to expect now that the FCC has overturned 2015 rules, he was the obvious choice. Doug touched base with a half-dozen experts on both sides of the debate, creating a well-rounded piece that you can find right here: Net Gain … or Loss?
  • Third-quarter 2017 short-form DRTV billings are highlighted in our monthly direct response TV and radio media billings research. Our partner Kantar Media says the short-form space rose for the fifth consecutive quarter, this time by 6.6 percent. Through the first nine months of 2017, short-form billings are up by more than $370 million compared to the same timeframe a year prior. For a full look at 3Q 2017 short-form DRTV media billings, click here: Short-Form DRTV Billings Continue Hot Streak
  • The February issue also offers a trio of solid column contributions:
  • Finally, my Editor’s Note column riffs off of a story that was shared with me by a number of our readers upon its appearance online in January: a millennial who recognizes the link between As Seen On TV marketing and Instagram marketing. In fact, that link remains apparent all the way through her experience. For my thoughts, click here: ‘The More Things Change, the More …’ Well, You Know the Rest

Thanks again for reading and interacting with Response!

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