May 21

Response April: An Exercise in Synergy

Landing online just prior to last month’s MTC Expo, Response‘s April issue was chock full of the kind of editorial tie-ins that we’re happy to feature at that event. The cover story — an interview with the Safelite Group‘s Renee Cacchillo — was backed in San Diego with an appearance by Bruce Millard, Safelite’s VP of digital and customer innovation. A media spotlight feature on TV’s advancing technology includes thoughts from three more Expo speakers: Nutrisystem‘s Lauren Mitchell, DISH Media SalesScott Berger, and Hulu‘s Michaela Giovengo. THOR AssociatesFern Lee — who took the Expo stage twice in San Diego, once as a moderator and once as an inductee to the DR Hall of Fame — and Koeppel Direct‘s Peter Koeppel (who helmed a sponsored DRMA Learning Annex session) serve as sources for our story on the financial services marketing space. And, speaking of the Hall of Fame induction, which took place on April 26 in San Diego, our fourth feature in this issue is a roundtable featuring all seven 2018 inductees. Looking for more information on how this issue came together? Read on!

  • The genesis of what became the cover story on Safelite — c’mon, sing the jingle with me … “Safelite repair, Safelite replace!” — was an email conversation with the company’s PR contact in the run-up to Response Expo 2017. Yes, sometimes the process takes a bit. After letting the contact go cold until last fall, I reached out to a new Safelite contact, Katie Salvator. Prior to her departure from the company earlier this year, not only did Katie work hard to get me squared away for this interview with Renee, but also got the ball rolling on bringing Millard in to speak at the Expo. As we went through the process, the company’s director of communications, Keriake Lucas, also jumped in to lend a helping hand. The whole team at Safelite was outstanding to work with and Cacchillo provided incredible depth to her comments during the interview. All in all, it’s one of my favorite pieces of the past year. If you missed the link above, click here: A Clear View
  • Freelancer Bridget McCrea handled our 2Q media spotlight feature, which dives into the expanding world of TV and how consumers’ demands on marketers — and those delivering content — are driving technological change. With thoughts from marketers, media agencies, technology providers, and media outlets, the piece gives a decent snapshot of some of the options out there for marketers today — and what’s coming in the near future. That link, once again: Expanding Technology, Demanding Viewers
  • New to our freelancer team, but not the industry, Ian Murphy was a natural for our look at performance marketing in the financial services space. Banks, insurance, and other FS marketers have been long-time leaders in using the full array of performance media, and as technology accelerates change, these marketers remain at the forefront. Here’s that link again: Everything, All the Time
  • Dick Wechsler, Cathy Mitchell, Fern Lee, Keith Mirchandani, Steve Netzley, Colleen Szot, and Hal Altman celebrate their Hall of Fame induction on April 26.

    Freelancer Doug McPherson connected with all seven members of the 2018 DR Hall of Fame induction class for a special roundtable discussion. The stellar group includes Hal Altman, Fern Lee, Keith Mirchandani, Cathy Mitchell, Steve Netzley, Colleen Szot, and Dick Wechsler. The event on April 26 in San Diego featured an hour-long roundtable similar in vein to this story, as well as the sun-dappled induction event — the first time all living members of an induction class actually made it to the induction ceremony! Want to hear from these legends, but missed the link above? Here you go: A Scintillating Septet

  • Not only is Cannella Media‘s Tony Besasie a veteran Response Advisory Board member, but he’s also one of the more thoughtful media executives out there. In his company’s latest DRMA Spotlight story, Besasie riffs on “video everywhere,” attribution, data science, and the expansion of opportunity to sell products and services directly to consumers. Want more? Here you go: Leading the Evolution
  • Fourth-quarter 2017 long-form DRTV media billings are highlighted in our monthly direct response TV and radio media billings research. The quarter’s $6.6 million decrease left total-year 2017 results $67 million (or 7.9 percent) short of 2016’s long-form spend. That percentage decrease is the worst since a 9.5-percent drop in 2014 — and the loss means that long-form DRTV’s market has decreased in 10 of the past 11 years. For a full look at 4Q 2017 long-form DRTV media billings, click here: Long-Form Billings Wrap Another Tough Year
  • The April issue also includes three contributed columns:
  • Finally, my Editor’s Note column was written for the folks who joined us in San Diego, and leads with last summer’s conception of “MTC Expo.” Nine months in the making, the event ended up being as seamless from our perspective as any we’ve run during the past dozen years. And, by and large, the attendee feedback has been outstanding. If you were on hand and we haven’t chatted since the show, don’t hesitate to drop a line with your thoughts — good, bad, or otherwise. We always love hearing from our attendees. It’s the only way we can keep improving. Here’s that link to the column one more time: See You in San Diego … at the Intersection of Media, Technology, and Commerce

Thanks again for reading and interacting with Response!

Mar 07

Response January: Shiny and New for 2018

Response January 2018Yes, it’s March. And, yes, I’m just now getting to my recap of Response’s January Issue. My bad … there have been some crazy times as we close in on MTC Expo next month. However, with a moment to breathe this week, I’m hoping that I can get both this note and one about the February issue posted. January’s book features JamesAllen.com CMO Johanna Tzur on the cover. The story about the world’s fastest growing online diamond and bridal jewelry retailer is an intriguing look at the power of online video. January also finalized our shift to becoming “the magazine for media, technology, and commerce,” and with that, we offer the first of four quarterly features on the media space — this one about the expanding world of digital advertising. We also have a look at the digital goods market and a look back at one of 2017’s biggest editorial projects — one year later — the ever-evolving consumer journey. We also move into 3Q 2017 for our quarterly media billings research, as long-form DRTV takes the stage. I guess what I’m saying is that the January issue is a meaty one. Let’s take a bite out of it.

  • January’s cover interview with Tzur started with a conversation sitting on a pair of upholstered benches in Chicago’s McCormick Place at IRCE last June. Tzur was presenting at the event about JamesAllen.com’s (parent company: R2Net, until the business was bought by Signet Jewelers in September) digital efforts. Following up on that meeting, I worked with Diana Vicinanza of the company’s PR agency, Goldin Solutions, to keep the conversation going. By late summer, we’d agreed on this January spot for the cover feature. In the story, Tzur says, “Today, video is the format that projects greatest authenticity and allows high engagement with our viewers.” But that just scratches the surface of what JamesAllen.com is up to. If you missed the link above, click here: No Diamond in the Rough
  • Beginning with this issue, the No. 2 feature in the magazine will rotate among media, technology, and commerce topics each quarter. Leading off is this media spotlight on the power of digital advertising from long-time freelancer Bridget McCrea. Yes, the combined spend on all forms of digital marketing surpassed that of TV marketing spending for the first time in 2017 (or 2016, depending on who you listen to). But is there a single digital outlet that offers the scale of TV? The answer from our interviewees is a resounding “No!” But that’s not to say they’re not high on what digital opportunities — specifically mobile and social — are bringing to marketers. Once again, here’s the link to read more: The Expanse of Digital
  • As freelancer Pat Cauley notes in the second paragraph of his feature on the digital goods market, “From iTunes and Audible to Netflix and Tinder, digital goods represent one of the most diverse and thriving consumer segments.” Response just started giving the digital goods space an annual look three years ago, but it’s more than deserving of remaining on our editorial calendar in 2018 given both its overall growth and the innovative forms of marketing driving its success. In case you missed the link above, don’t miss it here: Service With a Smile
  • We kicked off 2017 with a four-month series of features on the Consumer Journey — a set of features written by former Response staffer and stellar freelancer Nicole Urso Reed that led directly into a six-session track on the topic at Response Expo last spring. With attention turning to the home stretch of planning this year’s rebranded MTC Expo, it seems only right that we get an update from Urso on what’s new for marketers trying to connect with consumers along that journey. The recurring answer: the growing importance of personalization. Here’s that link: The Personal Touch
  • Our monthly direct response TV and radio media billings research reaches third-quarter 2017, which means we once again turn our attention to the flagging long-form DRTV space. Long-form’s total of $169.3 million represented the lowest third-quarter total in 21 years and marked the sector’s sixth consecutive losing quarter. However, with pricing continuing to fall — especially in the cable space — the number of time slots purchased jumped nearly 7 percent. For a full look at 3Q 2017 long-form DRTV media billings, click here: Long-Form Billings’ Misery Reaches 18 Months
  • The January issue also features a pair of solid column submissions:
  • Finally, my January Editor’s Note column allowed me the chance to neg on the idea of New Year’s Resolutions AND quote Yoda. Fun? You decide: Measurable Goals — Not Vague Resolutions — Create Success

Thanks again for reading and interacting with Response!

Dec 13

Response October: New Look, New Feel, Same Strong Content

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:
  • 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!