It seems so long ago that we sent Response‘s April issue out the door. But with that happening just prior to the final countdown to Response Expo, followed by hosting the Expo, and then followed by the annual deep breath after the Expo, it’s finally time to share some of the inside information on how the issue came together. Led by a cover story on long-time online travel leader Travelocity, the issue also includes our annual story on the beauty and personal care products space, a key feature on the evolution of mobile as both a marketing and response mechanism, and an exclusive roundtable with the 2016 inductees to the DR Hall of Fame. Here’s a little more on just some of the items you should consider reading:
- The cover story with Travelocity and its VP of marketing/general manager Brad Wilson was borne of discussions with Atrium PR leader Adrienne Scordato in late 2015. Atrium represents New York media agency Assembly, which won Travelocity’s business last year. With the help of Travelocity’s on PR insider Keith Nowak, we were able to pull together a very strong story about the marketer that’s celebrating 20 years in business, making it the longest-tenured of all the leading online travel sites. Wilson — a personable and thoughtful interviewee — is a veteran of direct-to-consumer marketing, having served at Match.com and Nutrisystem prior to joining Travelocity. In all, Travelocity’s story of combining online and offline marketing strengths (behind it’s well-known brand presence, the Roaming Gnome) may be the most powerful of our recent features focusing on such multichannel success. If you missed it above, here’s the link: Where the Gnome Roams
- The rapid ascent of mobile as a marketing outlet and — perhaps more importantly — a consumer’s preferred viewing and response mechanism has changed the game for both sides of the marketing divide. With consumers spending more time on mobile devices than PCs or laptops — and with mobile commerce growing by leaps and bounds every month — marketers are seeking new ways to reach those consumers how and when they want. Freelancer Pat Cauley tracked down a number of marketers trying to make inroads in the mobile game — and going about it in vastly different ways. If you missed the link above but want to check out the story, click here: The Mobile Monarchy
- On April 28, I was privileged to welcome all eight of our 2016 inductees to the DR Hall of Fame in our ceremonies at Response Expo. With six of those inductees on hand, it was an honor to introduce them and share with our attendees the joy and gratitude each of those inductees displayed in their acceptance speeches. As part of the April issue (which was available around the Expo in San Diego), we were able to conduct a roundtable with the seven living inductees. From fond remembrances to insight for the future, the resulting story is definitely worth a look: Worthy Winners
- Our monthly direct response TV and radio media billings return to the long-form DRTV space for fourth-quarter 2015 results. For a second consecutive quarter, the long-form market grew — inspiring some hope for 2016 after a long three-year downturn that finally subsided in the middle of last year. The quarter’s 7.7-percent increase (and a 6.6-percent jump for the final six months of the year) helped annual results in the long-form space nearly break even for 2015 as a whole. For a full look at 4Q 2015 long-form DRTV media billings, click here: Long-Form DRTV Billings Build Momentum for 2016
- An exceedingly strong group of guest columnists joined us in April (just take a look at these linked pieces: Media Zone; Support Services; En Español; Net Gains; and Guest Opinion). When that happens, I feel a bit more pressure on my Editor’s Note piece. Add in the Response Expo factor, and it was as good a time as any to restate Response‘s focus in the ever-changing and growing world we now refer to as “performance-based marketing.” And, as I note near the end of the piece, I do love feedback — in person, via phone, via email, and, yes, via the blog. If you missed the link above, click here to read (and respond to) my latest: Performance-Based Marketers Capitalize on the Present — and Drive the Future
Thanks again for reading and interacting with Response!
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