Direct Response Hall of Fame | Tom Rants.

The May issue of Response has been available online for a couple of weeks now. Hopefully, if you’re one of our readers, you’ve taken a look at it, but — if not — here’s some back story on the cover feature on Vitaquest and Charlie Mooney, as well as a number of the other key pieces in the issue:

Once again, a link with Response Expo was crucial in bringing the cover story on Vitaquest Intl., and its marketing leader, Charlie Mooney, to our readers. Mooney spoke on a panel at our event in early April, after some discussions with him about he could become more involved with the event and the magazine. His expertise in the supplement space — and not just in marketing, but also creating product — shone through during his panel appearance, and his excitement about the use of direct response was just as powerful. It became obvious that Mooney and Vitaquest should be immediately considered for the special opportunity that is a Response cover, and following up immediately on his appearance at the show made great sense. Here’s the link again, if you missed it above: Just the Right Chemistry
Once again, the May issue means the reappearance of Response‘s annual Cable Network Directory. This is one of the magazine’s most popular pieces of research, and in 2013, we had more than 120 cable networks — an all-time high — respond to our requests for demo and sales contact information. If you have any role in the direct response media space, this list is crucial to your business. If you missed the link above, click here: 2013 Cable Network Directory
Our monthly Field Reports and But Wait, There’s More sections took a long look back at the news, networking and excitement of April’s Response Expo. From Bob Knight’s stellar opening keynote to Tone Loc’s exciting performance at the event’s closing night party, the 2013 Expo was packed more full of educational and networking experiences for our 3,000 attendees than any of the previous six events. To read about some of the event’s highlights, visit our Field Reports section and for a wide-ranging photo essay on the Expo, visit our But Wait, There’s More page. Additionally, the Expo’s full photo album can be reached on Flickr by clicking here: Response Expo in Pictures
In DRMA news, the Inter/Media Group of Companies returns to the Spotlight this month. Fresh of the posthumous induction of company founder Syd Yallen to the brand new Direct Response Hall of Fame, scion and current company leader Bob Yallen speaks about the growing influence of Inter/Media across the direct response advertising universe — from media to creative to breaking new ground in celebrity endorsements. As part of the package, I also worked on a video interview with Bob Yallen for a piece that was edited by the Inter/Media team. If you missed the links above here’s the print story link: A Vast Array of Capabilities. And here’s the video link: DRMA Spotlight Inter/Media Video
Our latest analysis of the DR industry’s quarterly media billings results circles back to short-form DRTV billings’ 4Q 2012 results. Much like the prior month’s long-form report, the final 2012 numbers for short-form DRTV were cause for celebration, as the which were cause for excitement, as the quarter’s 3.4-percent increase solidified a 4.1-percent jump for the year as a whole. While some indicators suggested a further tightening of market testing, stronger pricing and the willingness of top marketers to double down on short-form spending for successful campaigns made 2012 the best year in a half-decade. For a full look at all the categorical and outlet results, here’s the link: 4Q 2012 Short-Form DRTV Media Billings Rise $35.5M
Finally, my Editor’s Note wonders if 2013 can maintain the great media momentum shown in these media billings results. With economic indicators slowly moving in a positive direction — even with some troubling fits and starts, consumer confidence numbers are now at a five-year high — and marketers looking more and more at driving direct response from all media outlets (TV, E-commerce and more), I have high hopes. If you missed the link to my the column above, here it is once again: Can 2013 Carry 2012’s Media Billings Momentum Forward?

Thanks again for reading and interacting with Response!

The April issue of Response has been available online since early this month, but with the wear and tear of Response Expo, followed closely by last weekend’s run to the Coachella music festival in the desert, time’s been tight for updates! However, the April issue did feature an up-close look at a supplement marketer that’s gone from invention to top-5 in-category at Wal-Mart in just five years, as well as personal thoughts from six of the nine inductees in the inaugural class in the Direct Response Hall of Fame – among other stories. Let’s take a look at those and some of the other key pieces in the issue:

Our cover feature on top-selling supplement Qunol and its parent company’s leader, Peter Boutros, was part of a true package deal for attendees at Response Expo earlier this month. While working on a special panel on using DR to create retail success with Lockard & Wechsler Direct‘s Dick Wechsler, he mentioned Boutros as a possible speaker. Peter graciously accepted and, after learning more on the background of Quten Research Institute and its use of DR to drive retail – and retail only – for Qunol, it was clear that this was the perfect combination of product and person to highlight in this new era of direct response. In the coming days, when the audio from each Expo session becomes available at ResponseExpo.com, I’d urge you to seek out his session. Until then, here’s the link again, if you missed it above: Energizing Qunol
We were extremely proud to induct our inaugural class into the brand new DR Hall of Fame on April 4 in San Diego. As part of the coverage, we were able to catch up with six of the nine legendary members of the class in a very special Q&A about their histories in the business, what makes direct response marketing special and their thoughts on where DR goes from here. This story is a “can’t miss” for anyone who fashions him or herself a DR expert. If you missed the link above, click here: Pearls of Wisdom
In DRMA news, the newly rebranded Monarch Direct Response is in the Spotlight this month. Since leaving Mercury Media to form Media Stream Direct a few years back, industry stalwart Eitan Cohen had built his company into one of the most competitive DR media agencies in the biz. To reflect that growth – and the level of service his clients have come to expect – Cohen and his team decided to rename and rebrand the company last month. If you missed the link above to the Spotlight feature, click here: A New Reign
Our latest analysis of the DR industry’s quarterly media billings results circles back to long-form DRTV billings’ 4Q 2012 results, which were cause for excitement, as the quarter’s negligible loss helped the final overall total reach $1.05 billion, marking the first year-on-year rise in the long-form space since 2006. Healthy competition for half-hour space, and the continued rise in 30-minute pricing – especially in the cable world – were the main drivers for 2012’s long-awaited results. For a full look at all the categorical and outlet results, here’s the link: 4Q 2012 Results Clinch First Annual Jump Since ’06
Finally, my Editor’s Note welcomed our 3,000 attendees to San Diego for Response Expo 2013, which was in full swing just three weeks ago (it already seems so long ago). We’re so thankful to all of our, advertisers, readers, sponsors, exhibitors and attendees for making the magazine and the Expo the consistent successes they’ve been over the years. From our operational perspective, the 2013 Expo was the smoothest ride yet in the seven years we’ve hosted the event – and much of the credit for that goes to our small but committed staff. We hope that your experience – if you joined us – was not only glitch-free, but fun and fruitful. And we’re looking forward to doing it all over again next April 29-May 1! If you missed the link to my the column above, here it is once again: Who’s In? At Response Expo 2013, Anyone and Everyone

Thanks again for reading and interacting with Response!

Tom Rants.

I rant. You read.

Tag Archives: Direct Response Hall of Fame

Response May: Vitaquest’s Chemistry, Expo Recap and the Annual Cable Network Directory

Response April: The Energy of Qunol, Legendary Wisdom and Laurels for Long-Form