Once again this month, rather than just putting links on Facebook and Twitter with my Response Magazine stories, I figured I’d transition the links to a single blog post that I could then link to said social media. Plus, this forum gives me a little space to expand on each story and give you some deeper background.
- The February cover features Bosley’s Rob Spurrell. The story actually grew out of an initial call with Steven Aquavia, the director of marketing for the Beverly Hills-based leader in hair-loss solutions and medical hair restoration. Steven will be a featured speaker at Response Expo 2012 in San Diego this May. I was intrigued by the 37-year old company’s marketing story, and Steven kindly linked me to Rob, a 15-year veteran at Bosley. Rob was an intriguing interview, especially when discussing the company’s huge success the past two years, despite marketing a high-priced “vanity” service in a down economy. If you missed the story link above, here it is again: “No Splitting Hairs”
- Our February issue also includes an exclusive interview with TV talk legend Jerry Springer. Why Jerry? Well, aside from the obvious comedy of his over-the-top talk show that’s now in its 21st syndicated season, “Jerry” is a haven for DRTV advertisers. As NBC Universal’s Brian Levy, who pitched this story to me in autumn 2011, knows from his experience with that company’s syndicated program media offerings, “The Jerry Springer Show” has brought tremendous success to its advertiser base. Even more impressive than Springer’s self-deprecating sense of humor over the phone, however, was his own clear knowledge of why his show works for DRTV advertisers. Once again, if you missed that first link, here’s your second chance to read my one-on-one with Jerry Springer: “Springer’s ‘Circus'”
- Finally, my monthly Editor’s Note column touches upon the fifth anniversary of the Direct Response Marketing Alliance (DRMA), the magazine’s associated networking group that I helped found. We’re happy that the DRMA has, to this point, fulfilled its mission, and clearly our members and the leaders of our business deserve the lions’ share of the credit for that. However, we’ve experienced — first hand, time and time again — the high costs, the red tape and the petty politics most people experience when dealing with less-effective industry trade groups. There’s no doubt that the avoidance of these things has been a boon to the DRMA’s success thus far. Again, here’s the link if you missed it above: The DRMA at 5
Once again, thanks for reading and interacting with Response!
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