Response November: Positec Wins, FTC Spins and Short-Form Media Grins

Positec’s Tom Duncan is a welcoming face for the November issue.

The November issue of Response is now available online, and there were some intriguing stories this month. Let’s take a look at some of the key pieces to the issue!

  • Positec Tool Corp. was a nominee for the 2012 DRMA Marketer of the Year thanks to the success of its DR-to-retail efforts for the WORX and Rockwell power tool brands. Our friends at Cannella Response Television linked me directly to Lindsay Hendricks, the company’s media manager, which resulted in the opportunity for an interview with Positec leader Tom Duncan, Rhonda Tate, the company’s head of DRTV, and Hendricks. The company’s first long-form campaign, for the WORX GT in 2007, drove more than $43 million in revenue in its first nine months, and Positec hasn’t looked back, finding success with nine other long-form DRTV efforts. Here’s the link again, if you missed it above: DR Gives Positec a Big Edge
  • Following up my October Editor’s Note regarding the recent FTC actions — with astoundingly big dollars attached — against some DR marketers, we opened up the topic to our Response Advisory Board with a series of questions about what this means for the present and future of DR advertising. The responses, as you can imagine, feature a mixed bag from those who believe it’s merely business as usual for the regulatory agency to those who want to sound the alarm for an industry under attack. If you missed the link above, here are our advisers’ thoughts: What Else Is Up the FTC’s Sleeve?
  • Our DRMA Spotlight updates the industry on Swipe Payment Solutions and Curtis Kleinman, the company’s face in the DR space and the 2011 DRMA Member of the Year. Swipe continues to make waves in the payment processing space and, according to Kleinman, has seen close to a 400-percent increase in new clients since the beginning of 2012. If you missed the link above and want read more about Swipe’s services, values and expertise, click here: At Your Service
  • Our latest analysis of the DR industry’s quarterly media billings results, this time in the short-form DRTV space. Second-quarter 2012 results — from Response‘s partnership with Kantar Media —  are great news for the business. The total of nearly $1.184 billion spent represents the highest total for any second quarter since Response teamed with Kantar to publish and analyze short-form DRTV media in 2005. For a full look at all the categorical and outlet results, here’s the link: 2Q Short-Form DRTV Media Billings Expand by $159M
  • Finally, my Editor’s Note leaps from those great media billings results to muse about how the industry will survive a second half of the year that saw the Summer Olympics and presidential election wreak some havoc on TV media availability. Do the great numbers in both long-form and short-form DR media from January-June mean that the business will weather those summer and fall storms? If you missed the link above, here’s my take: A November Surprise? 2Q DR Media Results Bode Well for Future

Thanks again for reading and interacting with Response! Happy Thanksgiving!

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