The June issue of Response actually started coming together at a poolside bar in Miami Beach in January. For more of that anecdote — and on the issue as a whole, which went live online a couple of weeks back — keep on reading below.
- Yes, a poolside bar in Miami Beach. That’s where I was introduced to Mark Holland, North American CEO for Lifes2good, the Ireland-based marketer of hair-growth supplement Viviscal. During an industry event, I was called over to the bar after wrapping another meeting, where Holland was meeting with one of his vendors. A quick introduction turned into a conversation about new campaign success metrics that Response was digging into more deeply — something of great interest to Holland, as you’ll read in the story. From there, after some further conversation, we’d slated Holland to sit on a panel at Response Expo and decided that Viviscal’s story — a long-term retail success that was now being promoted with long-form DRTV — would be an outstanding fit for our pharma/nutraceutical issue. If you missed the link above, here it is again: A Vivid Plan for Growth
- Trends in the long-form and short-form DRTV space, as well as hot new categories like digital goods and online-to-offline marketers, form the basis for our second quarterly Response Advisors Forum of 2015. In the story, five of our esteemed Advisory Board members kick around the struggling long-form space, growth opportunities in new marketing spaces, and the outlook for direct response marketing in the coming months. If you didn’t already click the link above — here it is: Change Agents.
- Our monthly direct response TV and radio media billings recap takes one last look at 2014 DR radio results. Though the astronomical rise in 4Q 2014 likely can be attributed to an unreported error in fourth-quarter 2013 results from Kantar Media, there’s no doubt that the DR radio market enjoyed its strongest year in some time — seven years, as a matter of fact. Can the radio space continue to ride the wave in 2015? We’ll find out — but for a more in-depth look at 4Q 2014 DR radio media billings, click here: Turn It Up! DR Radio Wraps Best Year Since 2007
- As noted in recent issues — and again in the note above on our Advisors Forum story this month — more and more online marketers are finding extensive success by taking their marketing efforts offline. My June Editor’s Note column touches on this idea and more. The pool of marketers utilizing direct, digital and data-driven marketing methods across all media is growing — and that’s great news for the agencies and vendors serving the space. Here’s that link once again: Entry Points Into Direct and Digital Marketing Continue to Expand
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