It’s been about three weeks since Response’s October issue hit the website. While many of you have likely taken a gander at the issue, whether online or in print, let’s take a quick look at how it all came together — from the cover story on our DRMA Marketer of the Year finalists and winner to some of the other key ingredients.
- For the sixth consecutive year, Response and the Direct Response Marketing Alliance hosted a massive networking event in Las Vegas to announce the winner of the annual Marketer of the Year award, decided in an industry-wide vote. The party, on Sept. 17 at Drai’s in Las Vegas, was the biggest and best yet — with nearly 1,000 attendees enjoying the Strip’s hottest new club of 2014. Prior to the big announcement, we debuted the annual DRMA video, which included dozens of industry leaders donning their “superhero” best during filming at Response Expo this past spring. Through all the pomp ad circumstance — and not a few cocktails — the finalists and winner of the 2014 honor were announced, with Tristar Products taking home the big award and 2013 winner Euro-Pro tying Zumba Fitness for second place in the competition’s closest voting ever. If you’d like to read more about the winner (and finalists) and the campaigns that earned them the industry’s recognition, here’s the link: The Stars Align!
- Twice a year, we take a hard, feature-length look at the media buying and planning space. In our fall version, we hear more clearly from the buyers’ perspective (in the spring, we usually focus on the perspective of the cable and broadcast media outlets). In this month’s edition, talk of the omnichannel marketing world dominates, with media buyers and sellers going in depth on how to reach consumers in a fragmenting TV universe. While opportunities abound thanks to technology, attribution in campaigns has become more and more difficult. Where did that sale come from, anyway? However, these experts do know one thing — all of those fancy metrics you hear digital media experts kicking around these days got their start with the advent of direct response TV. If you didn’t click the link above, here’s another chance: A Brighter Outlook
- This month’s DRMA Spotlight revisits Cannella Response Television. The media agency, with locations in Los Angeles and Burlington, Wis., continues to grow from its leadership role in the long-form DRTV space. President Tony Besasie and CEO Rob Medved sat down for a video interview with me in the company’s Wisconsin offices in August to discuss a number of topics, including growth into the short-form buying space and some surprising results from a DRTV consumer study the company worked on with California-based Script to Screen and M2 Marketing. To read the Spotlight story, click here: Keeping an Edge. To view the video interview with Besasie and Medved, click here: DRMA Spotlight Video: Cannella Response Television
- In our monthly look at direct response TV and radio media billings, we turn the spotlight on second-quarter 2014 long-form DRTV results, which continued to struggle, losing 6.4 percent from results during the same time period in 2013. However, there were some positive signs — lower costs meant the number of half-hour time slots purchased actually rose, and the U.S. Hispanic marketplace continued to show steady growth across the board. To take a deeper look at 2Q 2014 long-form DRTV media billings, click here: Long-Form Media Billings Fall 6.4 Percent in 2Q 2014
- Finally, my Editor’s Note column this month takes on some of the topics bandied about in the media buying and planning guide feature mentioned above. In the competitive landscape for marketing dollars today, it’s not enough for media leaders who are well schooled in the direct response space to sit on those laurels. DR media leaders have a significant strategic advantage over both traditional media agencies and digital media agencies — they’ve understood the metrics of attribution for a much longer time than both. To read the column, here’s the link once again: It’s Not Your Father’s MER
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