Jun 06

Response May: Foundations, Revelations, and Exhortations

On the road again … heading to Chicago this afternoon for the IRCE event this week, and had some time to put together a quick recap of Response‘s May issue. With a full look back at Response Expo included, the issue delivered a touch later than normal — but the editorial content is worth the wait. The May magazine is headed by a cover story on one of our most well-received speakers at the Expo, Andrew Lermsider. Other features touch on the business solutions market and the current status of the media buying and planning space. That second story leads into our annual Cable Network Directory, which is our biggest one yet! There’s plenty for our readers to chew on this month, and here’s some background on how the pieces fit:

  • My first contact with Lermsider came via a LinkedIn introduction from Rus Sarnoff, who has long served as a close advisor on our Expo content and now co-chairs (with Greg Sarnow) our DRMA Education Committee. Shortly after the introduction, I learned that Sarnow had worked with Lermsider on a project several years back, and Greg had only glowing things to say. After one call with Lermsider, not only was I sure I wanted him to take part in our “Social Media as a Media Outlet” panel that was planned for the Expo (and, coincidentally, moderated by Sarnow), but that his background and vision for the future of performance-based marketing tactics would make a great cover story. He’s currently CMO and partner in Q Link Wireless, a mobile service provider, while also consulting a number of mid- and large-sized businesses on their marketing efforts. At 6.5 print pages, this is one of the longer cover stories in Response in recent years — but with Lermsider’s openness about the world of marketing and how he sees it unfolding, it probably could have been two to three pages longer. If you missed the link to the story above, here it is once again: Funnels and Foundations
  • Our most recent look at the burgeoning business solutions market kicks off with one of our top sources — and one of the top marketers in the space — for the past couple years: Wix.com. Vivian Hernandez, a speaker at the past two Response Expos, gives an update on the build-your-own-website service’s latest marketing moves and how driving customer experience on a local level is helping the brand grow globally. Beyond that, freelance writer Doug McPherson, touched base with leaders from service providers BigCommerce and SmartPrint to hear what’s working — and what’s not — on today’s marketing landscape. In case you skipped the link above: Stay Local, Get Global
  • Our semiannual look at the media buying and planning world queries leaders from the TV network world on how TV and digital continue to mix and merge, especially with the growth of over-the-top (OTT) and TV Everywhere services. Freelancer Nicole Urso Reed once again gets to the heart of what marketers need to know about where the best media opportunities are available. Here’s that story link again: Power Play
  • Once again, Response brings readers its annual Cable Network Directory. With contact and demographic information for more than 140 networks and other TV outlets, this is our biggest directory yet — and we actually send out requests for information to nearly 200 networks/groups. This year’s directory, if you missed it above, is here: 2017 Cable Network Directory
  • Our monthly direct response TV and radio media billings return to the short-form DRTV sector for fourth-quarter 2016 results. A huge quarterly increase — nearly 40 percent compared to 4Q 2015 results — helped the short-form space finish 2016 down just 2.6 percent from total-year 2015 results. Back-to-back positive quarters seem to be a sign that the space is finally stabilizing after a long string of losses. For a full look at 4Q 2016 short-form DRTV media billings, click here: Short-Form DRTV Billings Close 2016 on the Rise
  • Other key items in this month’s issue include:
  • Finally, my Editor’s Note column picks up where our publisher, John Yarrington, left off in his welcome remarks to Expo attendees just before Sugar Ray Leonard’s keynote address on April 25. It’s also of a piece with Wilkins’ column linked above. While we’re thrilled to have created a true signpost event for our industry — Response Expo — that event is only as good as our readers, attendees, advertisers, sponsors, and exhibitors make it. And while it’s a great feeling to know we’ve filled a half-dozen hotels in San Diego with leaders from the business, if too many folks set up shop in those alternate locations, Response Expo cannot be at its best. As a matter of fact, if too many come to San Diego without feeling the need to take part in the actual Expo itself, the Expo could eventually go away — taking its signpost and everything that draws 4,000 people to San Diego with it. Being the change starts with being a part of what makes our business great. If you missed the link above, here it is: Why Fear Change? Instead, ‘Be the Change’

Thanks again for reading and interacting with Response!

Jun 21

Response May: ‘Modern’ Business Partnerships

Response May 2016When we finished posting the June issue of Response online yesterday, it was a rude awakening to realize I’d yet to recap our May issue here on the blog. With a cover story about e-commerce start-up Touch of Modern, the issue also includes a look at the business solutions space, the spring edition of our semi-annual media buying & planning guide, and our annual Cable Network Directory. Here’s some more on these and a few other items which you should note:

  • The cover story on Touch of Modern has its roots in a meeting during the eTail West trade show in Palm Desert, Calif., in late February. There, I connected with the company’s PR lead, Ashley Cummings, and one of its four founders, Jonathan Wu. Immediately intrigued by the 4-year old company’s focus on the online male shopping market and the back story of its four co-founders, I worked with Cummings to bring the company’s VP of marketing, Matt Gehring, to April’s Response Expo as a speaker. At the same time, Cummings was quick to jump on the opportunity when my original May cover story fell through, getting me on the phone quickly with not only Gehring, but two of the other co-founders, Jerry Hum and Dennis Liu. The resulting story touches on some of the most cutting-edge performance-based marketing tactics — and powerful results — that we’ve discussed in Response. If you missed it above, here’s the link: A Modern Flash
  • During the past 18 months, our coverage of the business solutions space has mirrored its ascent as a key group utilizing performance-based marketing — recall our cover features on such leaders as Vistaprint, Wix, Boingo Wireless, and Square. This month, freelancer Doug McPherson takes a look at the wider space and how it is reaching and servicing small businesses and consumers alike. Using online and offline media — and relying heavily on the data those interactions drive — business solutions marketers like Weebly and Pagemodo are carving out big time success. If you missed the link above but want to check out the story, click here: A Wiz at Biz
  • The spring edition of our ongoing media buying & planning guide feature usually includes thoughts from leaders on the network and MVPD side of the business. And it also includes our annual Cable Network Directory, which shares demographic and contact information from major national TV media outlets with our readers. This issue’s edition is no different. The feature story focuses heavily on changing how changing TV technology, as well as the ongoing presidential campaign, is affecting the media landscape. Meanwhile, this year’s Directory is our biggest ever — nearly 140 outlets are included. If you missed them above, here are links to the feature and to the directory:
  • This month’s Field Reports section is notable for its look back at April’s Response Expo. From the opening keynote by famed World Trade Center wire walker Philippe Petit to the closing night soiree at SeaWorld San Diego, we were thrilled to host more than 3,000 performance-based marketers once again for networking, education, and a lot of fun. (Also, don’t miss a chance to look back in the Expo in photos: a 2-page spread on the event makes up this month’s “But Wait, There’s More” seHaire Moderates at Response Expoction). While I do love holding that printed issue of Response in my hand at the end of each month, when it comes to job satisfaction, there’s nothing like the rush of receiving the personal thanks and congratulations we’ve been lucky to earn through these first 10 Expos. We look forward to returning to San Diego with everyone next April. If you missed the link to the news wrap above, here it is once again: Field Reports May 2016
  • Our monthly direct response TV and radio media billings return to the short-form DRTV space for fourth-quarter 2015 results. And — like many of you, I presume, when it comes to this market — I’m ready to kiss 2015 goodbye. Kantar Media‘s shift in measuring the Hispanic media space — and the major reduction in estimated Hispanic media spending it engendered — was the overwhelming reason that the year’s results for the short-form space showed a 26.3-percent decrease. In fact, more than $3 of every $4 lost in 2015 was attributed to a major rollback in Hispanic media spending. For a full look at 4Q 2015 short-form DRTV media billings, click here: Kantar Measurement Shifts Push 2015 Short-Form DR Billings Off a Cliff
  • Finally, when I wrote my Editor’s Note piece for this issue, I was in a rather bad mood. Fortunately, aside from a single line referring cryptically to the reason for that mood in the story’s next-to-last paragraph, I was able to turn that negative feeling into a positive look at how partnerships can be a wonderful driving force in both our business and personal lives. If you’ve read this piece before reading this post, let me know if you had any idea that I actually was incredibly angry right before writing this column. I’d love to hear about it. If you missed the link above, click here to check it out: The Power of Partnership

Thanks again for reading and interacting with Response!

Jun 04

Response May: Beyond the Rack, the Media Pack and an Expo FAQ

Response May 2015The May issue of Response went live online just before Memorial Day weekend. With a full recap of late April’s Response Expo a key facet of the issue, we’ve pushed back our print and mail dates closer to mid-month, keeping content slightly more fresh for our readers. After some recent Response travel to San Francisco and Las Vegas, as well as tying up loose ends on the coming June issue, I finally have some time to glance back at how the pieces fit into our May issue puzzle.

  • Shortly after the calendar flipped to 2015, I was reading a different trade pub on a flight and came across a small blurb about Beyond the Rack, an online private shopping club based in Montreal. Digging deeper, I found that its vice president of marketing, Richard Cohene, was a regular on the speaking circuit and popped up often as a source in various stories online. Intrigued by the direct and digital aspects of operating a business like BTR’s, I dropped a line to the company. After a couple of stops and starts, due mainly to conflicting travel schedules, I got on the line with Cohene — who was not only personable, but extremely knowledgeable about today’s “direct response marketing,” as he repeatedly called it. Within a couple of calls, he’d agreed for the company to be featured in our May issue — and, just last week after the issue debuted, he agreed to be the first slated speaker for Response Expo 2016. If you missed the link above, here it is again: Where Marketing’s Always in Fashion
  • The May issue is home to our first Media Buying & Planning Guide for the year. With the mag’s history based in DRTV, it’s always great to dig deeper on the state of media, and in the spring we usually seek out the perspective of TV/cable network sales leaders. Hence, it’s a natural fit to publish the annual Cable Network Directory in that same issue. One of the relationships I’m most proud of helping build in my 14 years at Response is the relationship we have — and have helped leaders of other sectors of the industry gain — with TV sales leaders. During the past decade, I’m happy to say that Response has done unprecedented things in bringing together the sales and buying sides of the DRTV media business thanks to an investment in our relationships with the network groups. If you didn’t already click the links above — here they are: Connecting With All Screens and the 2015 Cable Network Directory.
  • The news pages of our May Field Reports section focus heavily on a recap of Response Expo 2015. From Peter Guber’s stellar keynote through the Closing Night Party, if you missed any of Response Expo in April, these stories will help you feel like you were there and let you know what you missed! Here’s that link again: Field Reports — Response Expo Recap
  • Our monthly direct response TV and radio media billings recap takes one last look at 2014 short-form DRTV results. And while the sector ended the full year with a minor 2.8-percent rise, struggles in the second half of the year prevented what could have been a full return to form after a dismal 2013. Fourth-quarter results — the focus in this month’s story — were particularly concerning, as overall spending in the final three months of the year hasn’t been this lackluster since 2005. For a deeper dive into 4Q 2014 short-form DRTV media billings, click here: Total 2014 Short-Form DRTV Billings Rise 2.8 Percent
  • My May Editor’s Note column starts by referring to my interview with Cohene for this month’s cover story and his repeated references to BTR’s use of “direct response marketing.” As you can imagine, with the magazine’s — and my — stated goal in recent years being to foster the combination of direct, digital and data-driven marketing, this gave me plenty of food for thought considering BTR’s almost-100-percent digital marketing budget. Want to read on? Here’s that link once again: Direct Response Is Today’s Marketing … and Tomorrow’s

Thanks again for reading and interacting with Response!