After a hectic October, a week full of prepping and planning for year’s end and — I can’t believe I’m saying this already — Response Expo, I finally have a chance on this Friday afternoon to take a look back at Response‘s October issue. For years, we’ve covered the automotive marketing space with a general feature in October, so we’re happy that our cover story on Autobytel, which had been in planning and prep for about 3-4 months, fell into this issue as well. Beyond those features, you’ll also catch our semi-annual media buying and planning guide, a DRMA Spotlight Update, and — as usual — our regular array of research and industry opinion. Let’s touch on some of the key pieces.
- My first connection to the eventual Autobytel cover feature on Jeff Coats came during a May trip to Las Vegas covering another story for the magazine. There, I met Benjamin Hunting, a freelance writer with a presence in the automotive journalism space, who also does some editing work for Autobytel. A month or so later, Ben connected me with PR contact Jennifer Lange, to whom I pitched a feature on Autobytel’s multichannel, performance-driven campaigns — in both the B2B and B2C realms. It was a natural fit for us, geographically, as well — Autobytel’s offices are less than five miles from those of Response. From there, the interview and photo shoot pulled together fairly smoothly, and the piece is very intriguing from both a historical and current perspective. If you missed the link to the cover story above, here it is again: An Automotive Matchmaker
- Our latest DRMA Spotlight Update checked back in with Cannella Response Television and its president, Tony Besasie. The company is celebrating 30 years in business in 2015, but that’s far from the most noteworthy thing happening in its Burlington, Wis., and Los Angeles offices. Besasie and the company’s leadership are looking ahead, with a vision based on the current status of the TV and video advertising space — and its future. If you missed the link above, here’s your chance to hear from one of the DRMA’s leading member companies: 30 Years in, Cannella Response Television Keeps Looking Ahead
- October was another heavy month for submitted opinion columns from industry experts in the mag, with a half-dozen takes on topics as widespread as doing business based on fear or love to the power (and folly) of self-assumed titles. However, two columns again stuck out as crucial conversation starters: Sean Fay of Seattle-based Envision Response wrote about how consumers’ mental triggers can be pulled in very similar ways by both digital and TV performance-based marketing campaigns. Even more provocatively, in a column that had its origins in a rollicking lunch conversation in New York in June, Tina Messina of Scripps Networks contends the term “direct response” simply isn’t carrying its weight anymore in the TV media sales space and asks readers, “What would you call it?” at the end of a well-written, and well-argued, piece.
- Our monthly direct response TV and radio media billings recap returns to long-form DRTV for second-quarter 2015 results — and things are pretty much status quo. For the 11th consecutive quarter, long-form DRTV billings slipped — this time by 10.3 percent, marking the lowest 2Q spend since 2004. Though most of the news was predictably dour for the space, one slight positive did arise — cable pricing for a half-hour slot finally dropped after remaining stubbornly high throughout 2014. This helped the cable outlet gain market share, and likely helped the quarter’s total spend from falling even more precipitously. For a more in-depth look at 2Q 2015 long-form DRTV media billings, click here: 2Q 2015 Long-Form DRTV Billings Slide Again
- Finally, as a lifelong baseball fan, October is always a special time. When Hall of Famer Yogi Berra passed away on Sept. 22, he not only left behind a brilliant baseball career, but also some of the most memorable — and confusing — quotes uttered by a public figure during the past five decades. That confluence — the time of year and Berra’s “way” with malapropisms — provided all the inspiration I needed for my October Editor’s Note column. One quote, in particular, seemed perfectly fitting for the current state of the overcrowded digital marketing space — and gave me a chance to riff on the continuing opportunities in offline media for marketers of all stripes — even Yankee pinstripes. If you missed the link to the column above, here it is once again: Berra’s Wit and Wisdom Can Benefit Today’s Marketers
Thanks again for reading and interacting with Response!
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