Brand, refreshed! Our first issue under our sleek new masthead and tagline — the magazine for media, technology, and commerce — the October 2017 cover features Boll & Branch, the winner of our ninth annual DRMA Marketer of the Year Award. And not only did the magazine get a facelift, so did our website, responsemagazine.com. If you haven’t bounced around the site yet (let’s be honest, this recap’s a bit on the late side), I urge you to do so! The cover story itself includes interviews with the Boll & Branch team, as well as leaders from the other two finalists: Highmark Health and Monster Worldwide. The issue also features our annual look at the automotive marketing space, a dive into the domination of Google and Facebook in digital advertising, and the latest edition of our biannual media buying and planning guide. Want to get deeper into the first issue of Response 3.0 (our moniker for the rebrand project around the office)? Read on!
- With each of our three nominees for the Marketer of the Year Award having been featured in a cover story during the preceding calendar year, the competition for the 2017 DRMA honor (and second cover feature in Response) was one of the fiercest in years. Of her company’s victory, Cally Everett, vice president of marketing for Boll & Branch, says, “We have always made decisions as a company based on what’s right for us, not what our competitors are doing, and it’s encouraging to see that our approach is resonating with consumers and other marketers alike.” If you missed the link above, read more from Everett, Monster’s Chris Owen, and Highmark Health’s Chris Zdanowski by clicking here: Blanketing the Competition
- Freelancer Doug McPherson speeds directly into traffic — social media traffic — in his look at marketing in the automotive space. Manufacturers, dealers, and others involved in auto marketing are finding great success online — particularly using Facebook — to reach, groom, and eventually sell to new car buyers. Miss the link above? Here it is again: The Wheel Deal
- Beyond the shocking stats — such as Facebook and Google owning 85-percent of digital advertising’s growth during the past year — just what is it about these two behemoths that’s drawing marketers to give them so much advertising budget? What can other digital ad outlets do to compete — as Amazon begins to flex its muscles, as well? And what can marketers expect from the digital advertising space in the coming year(s). Freelancer Bridget McCrea digs deep for a few answers that could help. Here’s that link again: The Gigantic Digital Ad Duopoly
- Freelancer Nicole Urso Reed queries leaders of some of the industry’s key agencies in her latest edition of our ongoing media buying and planning guide. Expansion or consolidation? That is the question. The answer: Both? Neither? Check out the story to find out the latest: Consolidation Rules
- Our monthly direct response TV and radio media billings enter second-quarter 2017 with Response’s own long-form DRTV research. To no one’s shock, the 28:30 space suffered yet another drop: a 4.5-percent decrease that represents the fifth consecutive losing period for the long-form market. Spending was up in the top 30 DMAs, while marketers also invested a bigger share of their pies in the lower-cost satellite and broadcast outlets. For a full look at 2Q 2017 long-form DRTV media billings, click here: Long-Form DRTV Suffers Fifth Consecutive Down Quarter
- Don’t miss October’s power-packed column submissions, as well:
- In his Production House column, Thane‘s Amir Tukulj says it’s easier than ever to transform DR products into DR brands.
- In an intriguing Committee Corner column, IFS‘ Andy Arvidson asks a group of Costco shoppers about their holiday shopping plans and preferences.
- Taking a look at DR marketers’ motives and opportunities, Higher Power Marketing‘s Peter Feinstein says helping consumers — especially in the auto loan or student loan spaces — manage their debt loads should be under consideration in this Guest Opinion.
- And in a Web Exclusive column, Peter Koeppel of Koeppel Direct says the direct-to-consumer sales channel has become more crucial than ever.
- Finally, as you might expect, my Editor’s Note column riffs on the changes represented by this issue of Response. What are we thinking by undertaking this refresh of the magazine and the DRMA and — in the case of our annual event, MTC Expo — full rebrand? How are we hoping our readers, members, and attendees respond? If you missed the link above, here it is: Response Refreshed — Here’s to the New World of Marketing!
Thanks again for reading and interacting with Response!
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