Oct 13

Response September: 25 Years Down and a Transition to Come

Following on the heels of my August recap, here’s a look at Response‘s September issue — the last issue of our 25th year of publication and the final issue prior to the brand refresh we’ve been working on in recent weeks. Appropriately, then, the issue is led by a cover story about a traditional direct-to-consumer marketer also celebrating its 25th anniversary: Tristar Products. Beyond that, September’s book includes a look at marketing in the consumer packaged goods (CPG) market, a piece on the power of video marketing (no matter the medium) driving the convergence of media, technology, and commerce, and our 22nd annual State of the Industry report. Let’s take a look at how these — and other stories — came together to form this transitional issue.

Thanks again for reading and interacting with Response!

Aug 04

Response July: Don’t Call Them Comebacks

Response July 2016It’s been about 10 days since Response‘s July issue hit the web (and mailboxes). Earlier this week, we wrapped up and sent off our August issue to print. So I’m now able to share a bit about the issue, which is led by  a cover story on long-time performance-based marketing leader Nutrisystem. The issue also features our annual look at production and creative work in the TV/video sector and a feature touching on the latest news in the entertainment market. Read on for some back story on the key facets of the July issue:

  • We at Response have a lengthy knowledge of and history with Nutrisystem and its marketing efforts. The 44-year-old company has been a long-time leader in utilizing performance-based efforts — both offline and online — that have merited our coverage in the past. Additionally, we’ve known, personally, a number of the company’s media strategy leaders over the years. But, while prepping for Response Expo 2016 last winter, we reconnected with the company’s PR head, Robin Shallow, thanks to another old friend of the magazine, Karla Crawford Kerr of ad agency Hawthorne Direct. And though the company’s CMO, Keira Krausz, wasn’t able to swing her schedule to speak at the Expo, we were able to grab this cover story. And what great timing, as Nutrisystem is on a three-year hot streak after some lean years — thanks to Krausz’s leadership and its team’s knowledge of omnichannel marketing. At the same time, the company made a key acquisition while also debuting a brand new campaign in late 2015. If you missed it above, here’s the link: All Systems Go!
  • An annual staple, our feature on the production/creative end of the business, used to be centered fully around DRTV production. But with the expansion of new screens, digital media, and more, the story has expanded to include a deeper dive into the wider world of what might now be called video production. It’s clear that video assets are among the most desired by online marketers — and the experience with the success of video in different facets of online marketing is driving many of these marketers to look at linear TV as an advertising option. Don’t worry — even though we have updated how we look at this feature, our annual “cost of” spot and infomercial production charts remain a major part of the piece. If you missed the link above but want to check out the story, click here: Harnessing the Ever-Shrinking Screen
  • If you didn’t get enough about the power of new screens in the production story, well, the entertainment feature has some more for you. Between the growing power of subscriber video-on-demand (SVOD) and over-the-top (OTT) options and the technological breakthrough of 4K ultra high-definition (UHD) televisions, performance-based marketers have a lot to consider these days. Our Nicole Urso Reed, a one-time senior editor for Response and long-time freelancer, has more in her story: Ready for the Next Big Thing
  • Our monthly direct response TV and radio media billings return to the long-form DRTV space for first-quarter 2016 results that continue the sector’s recent run of good fortune. After a three-year losing streak was finally broken in 3Q 2015, results reported in this issue make 1Q 2016 the third consecutive winning quarter. Total time slots purchased rose more than 22 percent, and only fading cable media pricing — which, actually, is a relief to buyers and perhaps a major key to recent success — kept the quarter’s dollar-on-dollar rise below 16 percent. For a full look at 1Q 2016 long-form DRTV media billings, click here: Long-Form DRTV Billings Continue Rising in 1Q 2016
  • I wasn’t all that happy with my Editor’s Note column this month. When you’re tasked with writing a monthly column for 15 years, things can get … stale. And, sometimes — when you’re blocked — the writing gets rather clunky. Anyway, the thing you probably want to take from this piece is that we are working hard — at all times — to build our community of readers and advertisers. One recent development in that is the formation of DRMA Committees. While nearly four-dozen industry executives have joined the committees, there’s still room for more volunteers. Get more info on the committees here: DRMA Committees. And if you missed the link above, click here (if you must) to read my latest: Banding Together Can Create Business Freedom

Thanks again for reading and interacting with Response!

Jul 30

Response July: Turner’s Rise, Social Success and a Yahoo! Daily Ticker Link

Response July 2013The July 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 Turner’s Jason Baron and Katrina Cukaj, as well as a number of the other key pieces in the issue:

Thanks again for reading and interacting with Response!