Aug 23

Response August: Annuity.com, the ‘Super Feature’ and Short-Form Struggles

Response August 2013The August 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 Annuity.com and Bill Broich, as well as a number of the other key pieces in the issue:

  • August’s cover feature on Annuity.com returns the magazine to one of the evergreen spaces in the new world of direct, digital and data-driven marketing: the financial services sector. Thanks to the team at Karlin+Pimsler — the creative agency that built Annuity.com’s short-form TV campaign — and its PR agent, Lauren de la Fuente, I was able to connect with Annuity.com’s co-founder Bill Broich. The company’s story of educating consumers about annuities and driving responses to the right agents is an intriguing one for any marketer interested in using direct response. Here’s the link again, if you missed it above: A Safe Boom
  • Every August, we include a feature that, way back when, we used to refer to in-house as the “Support Services Super Feature.” Today, this compendium of information about the goings-on in the teleservices, fulfillment and payment processing corners of the marketing world is known as the “Annual Support Services Update.” I know, I think “Super Feature” sounds kind of awesome in retrospect, too! In any case, we canvassed some of the leaders in this space about what’s hot and new in 2013. As usual, for these oft-forgotten services, there is much to learn for marketers and front-end agencies alike. If you missed the link above, here it is: Powerful Triad Helps Create Successful Direct Campaigns
  • The bad news continued in our latest analysis of the DR industry’s quarterly media billings results. Taking a look at short-form DRTV billings’ 1Q 2013 results, a $185 million loss (17.5 percent) from the same quarter a year previous is obviously not the way the market wanted to kick off the new year. Falling below $900 million in total billings, the short-form market finds itself in a spot it hasn’t since 2006. For a full look at all the categorical and outlet results, here’s the link: Short-Form DRTV Billings Crash in the First Quarter
  • My Editor’s Note circles back to the power financial services marketers are wielding in the direct, digital and data driven space. Beyond the Annuity.com cover story and the financial services market feature in this issue, Response has featured financial services marketers — like this one and this one and this one — on its cover time and again in recent years. What does it all mean? If you missed the link to my the column above, here it is once again: Financial Services Marketers Lead the Way Into New Era

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!

Apr 18

Response April: A Capital Vision, A Capitol Vision and an Important Cause

I’m back again with some links from this month’s edition of Response Magazine and some back story on each piece. Please click on any of the links to jump to the stories included within!

Capital One's Patrick McLean

Capital One’s Patrick McLean graces Response’s April cover.

  • The April cover features Capital One’s Patrick McLean. The story grew out of an initial meeting in Boston during the fall 2011 Direct Marketing Association (DMA) annual convention. McLean was on an interesting panel about digital marketing, and after watching some of the session, my goal was to get him involved with a speaking opportunity at Response Expo, which will take place on May 15-17 in San Diego. Well, after a few conversations with Pat and Capital One staff, not only did we confirm him to be part of one of our high-profile sessions next month, but we also convinced him and Capital One to be featured on our cover. With a background in telecom, McLean’s transition to the financial services sector has gone rather smoothly, and his ideas about digital, online and social media marketing are intriguing. If you missed the story link above, here it is again:“Building Social Capital”

    DC Visit

    A great day on Capitol Hill

  • My monthly Editor’s Note column touches upon my recent visit to Washington, DC, with publisher John Yarrington, as sponsors of the DMA’s annual “DMA in DC” event. What a great experience it was for both of us, from working closely with Rachel Thomas, Linda Woolley and the rest of the DMA staff, to hearing the concerns of industry leaders about regulatory topics and government action, to visiting with Congressional staffers on the Hill to share concerns about the industry. At the same time, we were able to catch up with some DC-area clients, including Time Life’s Tim Pearson, FaceTime Strategies’ Todd Mason and Venable’s Jeff Knowles and Chuck Wilkins. A worthy three-day trip, indeed. Check out my take on it here: “Response Goes to Washington”
  • Lastly, but most importantly, the April issue also includes an exclusive interview with long-time DRTV industry executive Ray Golden, who is battling terminal cancer. Ray’s diagnosis was a gutshot to many in the industry who not only enjoyed doing business with him, but also counted him as a personal friend. The silver lining? Response is stepping up to the plate — and asking all of our DR industry friends and cohorts to join us — to support the Amber Golden Educational Fund, which Ray started to benefit his daughter, who is in her third year in pursuit of a nursing degree. For more on this moving story, and how you can contribute, visit our Field Reports exclusive with Ray right now: “Ray Golden Speaks on His Career and His Daughter’s Battle” 

Thanks again for reading and interacting with Response!