Dec 18

Response December: A Beauty, CE Tools and the Big Top 50!

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Mally Roncal shimmers on the cover of the December Response.

Mally Roncal shimmers on the cover of the December Response.

The December issue of Response is now available online, and I’m happy to say we closed out the year with a strong book, hitting two key vertical markets — beauty and consumer electronics. Let’s take a look at some of the key pieces to the issue!

  • The story behind celebrity make-up artist Mally Roncal’s incredible foray into home shopping and DRTV isn’t all glitz and glamour. Certainly, while Roncal parlayed her stellar work for such celebrities as Beyoncé, Rihanna and Angelina Jolie — among many others — into the now-powerful Mally Beauty brand of cosmetics, her background growing up in suburban New York City was far from glamorous. It did, however, prepare her to take the airwaves by storm from her first appearance on QVC in 2005. With the help of DRTV production veteran Bob Caudill, our story on Roncal and business partner Don Pettit showcases two people who truly love what they do. Here’s the link again, if you missed it above: Looking Beautiful, Feeling Beautiful
  • In a feature written by long-time Response contributor Bridget McCrea, we dig into the ways certain consumer electronics products are helping consumer electronics marketers utilize the tenets of direct response to sell their products. With the rise of smartphones and tablets as both marketing outlets and shopping devices, it’s our goal to continue to keep our readers abreast of the ever-changing technological landscape. If you missed the link above, here’s the story: CE Sells CE
  • One of our most eagerly awaited stories every year is the IMS ranking of the top 50 DRTV spots and infomercials of the year. Put together by Sam Catanese and his crack research and analysis staff in Philadelphia, this is the best-known annual ranking of DRTV success — and it’s appearing exclusively in the pages of Response for the 11th consecutive year! You don’t want to miss it, so — again — here’s the link: IMS Top 50 Infomercials and Spots of 2012
  • Our latest analysis of the DR industry’s quarterly media billings results takes a look at the DR radio space. Second-quarter 2012 results — from Response‘s partnership with Kantar Media —  continue the strikingly good news for 2012 thus far. The total of more than $11.2 million spent represents the best second quarter 2008. For a full look at all the categorical and outlet results, here’s the link: 2Q 2012 DR Radio Media Billings Jump 15.1 Percent
  • Finally, my Editor’s Note takes on a personal bent as I discuss my thoughts on the creeping shopping frenzy that’s become known as Black Friday. With the event spilling over into Thanksgiving night, the irony of watching retailers and consumers take part in a festival of greed on the day we’re supposed to be giving thanks for more important things was just a little too much to take. If you missed the link above, here’s my take: Giving Thanks … and Slowing Down Greed

Thanks again for reading and interacting with Response! Wishing you all a very happy holiday season, and all the best in 2013!

Dec 10

Another Quick Bruce Review: The Pond

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After a week of letting this show — one of the best I’ve seen from the band, well, ever — settle in, here are some quick notes and thoughts for fans (with the images from Backstreets.com):

Bruce Springsteen & the E Street Band

Honda Center, Anaheim, December 4, 2012

  • Land Of Hope And Dreams (with Tom Morello): After its run on Fox’s baseball coverage this fall, I was wondering how it would hold up. And, surprisingly, for a song that’s usually been a set closer throughout its long career, it worked rather well in the lead-off role.
  • Adam Raised A Cain: The first sign we might be in for something special. A personal favorite and always a stellar fit in the important No. 2 song role as a true tone-setter.
  • Streets Of Fire: Wow, here we go. I haven’t looked back through all the old setlists of shows I’ve seen, but I wouldn’t be stunned if this was my first go-round with this one.
  • Hungry Heart: Four songs in and Bruce had the crowd in the palm of his hand. The famed sing-along brings those goosebumps every time.
  • We Take Care Of Our Own: If you’d have told me we’d already have heard the previous four songs before this one, I’d have thought you were yanking my chain. The band really has this song on autopilot now. Strong stuff.
  • Wrecking Ball: Great version, especially excellent vocal work from Springsteen on this night.

  • The message and music of “Death To My Hometown” is unmistakable.

    Death To My Hometown (with Tom Morello): This song — especially with Morello helping out — deserves a high place in the Springsteen annals. Such a timely, powerful, populist message with amazing Irish folk tinging. Brilliant.

  • My City Of Ruins: I get what he’s looking to accomplish with the long version of this song in this spot, but it definitely slows the pace of the show. Though the old “Bruce and Steve Do Disneyland” story is always worth the great laughs it draws.
  • Spirit In The Night: Brilliant and sing-along worthy.
  • The E Street Shuffle: Fun choice. These past two got the groove completely back after the set had slowed a bit.
  • Long Time Comin’ (solo acoustic): From a fan’s request, this nugget from “Devils and Dust” was a revelation on this night. It’s always been an underrated song, but Bruce’s effort on this night lifted it higher.
  • Reason To Believe (roadhouse version): The Bo Diddley-style tracking on the blues version of this (first used extensively on the “Magic” tour) is fantastic.
  • This Depression (with Tom Morello): Great fit coming off of “Reason…”
  • Darkness On The Edge Of Town: You know how songs change meanings for you as you get older, but remain just as powerful — if not moreso? Yea. That.
  • Bad Luck (with Mike Ness): It’s always a crowd pleaser in SoCal when Bruce welcomes Ness. And the band just drilled this early ’90s Social D classic, as Bruce and Mike traded vocals.
  • Because The Night: A spotlight for Nils Lofgren’s soloing — and one he absolutely destroyed on this night.
  • Darlington County: A personal favorite from my teenage years. I always kind of feel like I’m having the best time in the room when I see this one live.
  • Shackled And Drawn: This new one kept the momentum going as the band seems to have taken to it well.
  • Waiting On A Sunny Day: I’d have never imagined this song becoming the staple it’s become. But it’s almost always a nice fit.
  • Raise Your Hand: Ah, harkening back to those first shows I saw in 1985.

  • Morello’s fireworks on “The Ghost Of Tom Joad” have become integral to the song’s power.

    The Ghost Of Tom Joad (with Tom Morello): I’m not afraid to say it: Morello has nearly risen to co-ownership of this song. I’ve seen his rousing guitar solo on it with the band many, many times. But it never fails to inspire awe.

  • Badlands (with Tom Morello): Coming off of “Tom Joad,” the crowd exploded with this one.
  • Thunder Road: To close the regular set, on this night, I couldn’t think of anything better.

******

  • Jungleland: It’s been 27 years and close to 20 shows now that I’ve been waiting for this. I missed seeing the Big Man do his epic solo, but dammit all if Jake Clemons didn’t do his uncle proud. The chance to finally see and hear this song performed live will go down as one of my 10 best personal moments of 2012, without question.
  • Born To Run: The band could have played just about anything here and my personal afterglow from “Jungleland” would have made it great. The fact that Bruce just dropped this four-song string on this crowd and capped it with “BTR” … insane.
  • Dancing In The Dark: It’s funny to think that this song was really on the outs for so long. It feels so great now.
  • Santa Claus Is Comin’ To Town: Again, 27 years and another first timer. This is more understandable, as this is the first December Springsteen show I’ve seen. But with Bruce’s version being a personal holiday favorite since my early teen years, this one was sweet.
  • Tenth Avenue Freeze-Out (with Tom Morello): “When the change was made uptown and the Big Man joined the band …” Such a perfect celebration and rememberance. And a fitting finale, as usual.
Nov 18

Response November: Positec Wins, FTC Spins and Short-Form Media Grins

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Positec’s Tom Duncan is a welcoming face for the November issue.

The November issue of Response is now available online, and there were some intriguing stories this month. Let’s take a look at some of the key pieces to the issue!

  • Positec Tool Corp. was a nominee for the 2012 DRMA Marketer of the Year thanks to the success of its DR-to-retail efforts for the WORX and Rockwell power tool brands. Our friends at Cannella Response Television linked me directly to Lindsay Hendricks, the company’s media manager, which resulted in the opportunity for an interview with Positec leader Tom Duncan, Rhonda Tate, the company’s head of DRTV, and Hendricks. The company’s first long-form campaign, for the WORX GT in 2007, drove more than $43 million in revenue in its first nine months, and Positec hasn’t looked back, finding success with nine other long-form DRTV efforts. Here’s the link again, if you missed it above: DR Gives Positec a Big Edge
  • Following up my October Editor’s Note regarding the recent FTC actions — with astoundingly big dollars attached — against some DR marketers, we opened up the topic to our Response Advisory Board with a series of questions about what this means for the present and future of DR advertising. The responses, as you can imagine, feature a mixed bag from those who believe it’s merely business as usual for the regulatory agency to those who want to sound the alarm for an industry under attack. If you missed the link above, here are our advisers’ thoughts: What Else Is Up the FTC’s Sleeve?
  • Our DRMA Spotlight updates the industry on Swipe Payment Solutions and Curtis Kleinman, the company’s face in the DR space and the 2011 DRMA Member of the Year. Swipe continues to make waves in the payment processing space and, according to Kleinman, has seen close to a 400-percent increase in new clients since the beginning of 2012. If you missed the link above and want read more about Swipe’s services, values and expertise, click here: At Your Service
  • Our latest analysis of the DR industry’s quarterly media billings results, this time in the short-form DRTV space. Second-quarter 2012 results — from Response‘s partnership with Kantar Media —  are great news for the business. The total of nearly $1.184 billion spent represents the highest total for any second quarter since Response teamed with Kantar to publish and analyze short-form DRTV media in 2005. For a full look at all the categorical and outlet results, here’s the link: 2Q Short-Form DRTV Media Billings Expand by $159M
  • Finally, my Editor’s Note leaps from those great media billings results to muse about how the industry will survive a second half of the year that saw the Summer Olympics and presidential election wreak some havoc on TV media availability. Do the great numbers in both long-form and short-form DR media from January-June mean that the business will weather those summer and fall storms? If you missed the link above, here’s my take: A November Surprise? 2Q DR Media Results Bode Well for Future

Thanks again for reading and interacting with Response! Happy Thanksgiving!