Dec 17

Response November: Holly Madison and eDiets; Second-Screen Challenges and Media’s Continuing Struggle

The November issue of Response has been available online since just prior to Thanksgiving. Hopefully, if you’re one of our readers, you’ve taken a look at it, but — if not — here’s some back story on the cover feature highlighting As Seen on TV Inc. CEO Ronald C. Pruett, Jr., and eDiets entrepreneur Holly Madison, as well as a number of the other key pieces in the issue:

  • The November cover story is a great combination of old friends and new relationships. Pruett was first featured on the cover of Response during his stint with Liberty Medical. He then went on to serve on our Advisory Board during his time at the helm of Mercury Media Holdings. Now, at ASTV, parent of online marketer eDiets, Pruett returns to the cover spotlight with former “Girls Next Door” star Madison, whose post-pregnancy diet plan is part of a new direction for eDiets. With the help of eDiets’ PR firm and some more social chats with Pruett, it feels as if I was able to wrangle this story at the perfect moment. Pruett’s vision for where eDiets is headed in the crowded online/TV diet space is intriguing. And how eDiets structured its deal and relationship with Madison is a new step in the world of celebrity “endorsers.” If you missed the link above, here it is once again: For eDiets, Mobile and Social Are No Fad
  • The multi-screen universe continues to play a bigger role in marketing plans, and with the holiday season upon us, we took the time to look deeper into strategies to best take advantage of consumers’ continuing use of second and third screens. One of Response’s most veteran freelancers, Bridget McCrea, spoke with some leading media agency insiders (representing Havas Edge, Cannella Response Television and Icon Media Direct) about how to make campaigns work in this new media environment. If you missed the link to their thoughts above, here it is: Screens, Screens … Everywhere Screens
  • The InterMedia Group of Companies returns to the DRMA Spotlight in this update. Company leader Bob Yallen was featured in the May issue DRMA Spotlight, and we doubled back with him to find out how 2013 has been for InterMedia and the rest of the DR industry. If you missed the link above to this special update, click here: Staying a Step Ahead. If you’d like to watch the original video interview from the May issue with Yallen, click here: DRMA Spotlight Video — InterMedia
  • The lowlights kept on coming in this month’s quarterly media billings results, as the short-form DRTV market’s 2Q 2013 billings continued the year’s horror show. A massive 25-percent free fall sucked nearly $300 million away from the total’s registered in second-quarter 2012. When will the bad news end for 2013 DR media billings? For a full look at all the categorical and outlet results, here’s the link: Short-Form DRTV Media Billings’ 2013 Tumble Continues
  • Speaking of media market issues, my Editor’s Note this month asks for answers to 2013’s media malaise? A year ago, in the same space, I raved about the power of the DR media marketplace. Well, what an unwelcome difference a year makes. How can the market get back on track as we head into 2014? Here’s the link: Media Malaise Presents Big Challenges

Thanks again for reading and interacting with Response!

Dec 18

Response December: A Beauty, CE Tools and the Big Top 50!

Mally Roncal shimmers on the cover of the December Response.

Mally Roncal shimmers on the cover of the December Response.

The December issue of Response is now available online, and I’m happy to say we closed out the year with a strong book, hitting two key vertical markets — beauty and consumer electronics. Let’s take a look at some of the key pieces to the issue!

  • The story behind celebrity make-up artist Mally Roncal’s incredible foray into home shopping and DRTV isn’t all glitz and glamour. Certainly, while Roncal parlayed her stellar work for such celebrities as Beyoncé, Rihanna and Angelina Jolie — among many others — into the now-powerful Mally Beauty brand of cosmetics, her background growing up in suburban New York City was far from glamorous. It did, however, prepare her to take the airwaves by storm from her first appearance on QVC in 2005. With the help of DRTV production veteran Bob Caudill, our story on Roncal and business partner Don Pettit showcases two people who truly love what they do. Here’s the link again, if you missed it above: Looking Beautiful, Feeling Beautiful
  • In a feature written by long-time Response contributor Bridget McCrea, we dig into the ways certain consumer electronics products are helping consumer electronics marketers utilize the tenets of direct response to sell their products. With the rise of smartphones and tablets as both marketing outlets and shopping devices, it’s our goal to continue to keep our readers abreast of the ever-changing technological landscape. If you missed the link above, here’s the story: CE Sells CE
  • One of our most eagerly awaited stories every year is the IMS ranking of the top 50 DRTV spots and infomercials of the year. Put together by Sam Catanese and his crack research and analysis staff in Philadelphia, this is the best-known annual ranking of DRTV success — and it’s appearing exclusively in the pages of Response for the 11th consecutive year! You don’t want to miss it, so — again — here’s the link: IMS Top 50 Infomercials and Spots of 2012
  • Our latest analysis of the DR industry’s quarterly media billings results takes a look at the DR radio space. Second-quarter 2012 results — from Response‘s partnership with Kantar Media —  continue the strikingly good news for 2012 thus far. The total of more than $11.2 million spent represents the best second quarter 2008. For a full look at all the categorical and outlet results, here’s the link: 2Q 2012 DR Radio Media Billings Jump 15.1 Percent
  • Finally, my Editor’s Note takes on a personal bent as I discuss my thoughts on the creeping shopping frenzy that’s become known as Black Friday. With the event spilling over into Thanksgiving night, the irony of watching retailers and consumers take part in a festival of greed on the day we’re supposed to be giving thanks for more important things was just a little too much to take. If you missed the link above, here’s my take: Giving Thanks … and Slowing Down Greed

Thanks again for reading and interacting with Response! Wishing you all a very happy holiday season, and all the best in 2013!

Mar 03

A Smattering of Unrelated Mini-Rants

For all the media’s predictable hype, at 11:30 p.m. on Friday, March 2, the Lakers (who, if you are to believe the tenor of the local media since the NBA blew up the Chris Paul trade in December, are old, poorly coached, boring and barely hanging on to relevance) and the Clippers (who, if you believe the tenor of the local media since the NBA allowed their clearly inferior deal for the same Paul to go through, are young, hip, exciting and a clearly elite threat to win the NBA title) are in a virtual tie for first place in the Pacific Division more than halfway through the season. This is proof of one of two (or maybe both) things: the canyon between these two franchises was so incredibly vast prior to December 2011 that the Clippers having an almost identical record to the Lakers (and a 1-1 split in the season series to this point) is reason enough for Clipper-based orgasms of BS; or that the sports media, both locally and nationally, are more prone to bogus hype than the bastard child of TMZ.com and the National Enquirer
CP3 as a Laker

"Basketball reasons."

Speaking of sports hype: Jeremy Lin. Nice story. Impressive run. Plenty of intrigue to it, from the Harvard angle, to the Asian-American angle, to the out-of-the-blue angle. Fortunate to be in the center of a New York media maelstrom that glorifies the Knicks as if their history is comparable to the the Lakers or Celtics, rather than that of the Rockets or Pistons. Here’s hoping the kid keeps it up and becomes a long-term NBA star, rather than simply another reason for ESPN to run more Tim Tebow stories …

Hey, Rush Limbaugh: Way to steal the spotlight from Andrew Breitbart. For once, thanks, big guy …

New Springsteen: Big thumbs up. April 27 can’t come soon enough …

The First Amendment is just as much about the freedom from religion as it is the freedom of religion. Read it. In essence, the idea is no law should restrict a person’s ability to practice his or her religion, but at the same time, no law should be based on the beliefs of a specific religion. Make of this what you will …

“The Artist” as Best Picture at the Oscars seemed foregone for a while now. Excellent film. But, as an L.A. guy, I still think it’s victory was a West Coast example of the N.Y./D.C. East Coast navelgazing media winning out. Hollywood’s a company town. I found “The Descendants” a much more relevant film for our time …

RE: the UCLA basketball story in Sports Illustrated. Of course, as an SC guy, I get some mild amusement from it. But, really, what’s going on there that isn’t going on with a ton of other college students or not-very-successful athletic teams? Kids in college going to a rave? Getting high? Showing up somewhere hung over? Struggling teams featuring bad seeds? Dissension? Poor coaching and leadership? None of this is really massive news, is it? To give UCLA due credit, the reason SI makes this a story is because UCLA has the greatest winning tradition in college basketball. So, in the end, I find this story a different kind of hype than the ones above … but hype nonetheless …

Oregon Recruiting Issues

You'd be smiling too.

RE: the recent Oregon/NCAA news (which was expertly dumped late on a Friday; good work Oregon athletic department taking cues from the U.S. government’s way of keeping bad news quiet by releasing it when the pundits are well into a weekend-beginning Happy Hour): Here are two links that fit my thoughts as an observer of the NCAA’s growing impotence (at best) or crookedness (at worst) and where my amusement comes in as a USC fan.

Finally, I just spent a week at an industry conference in Miami. Thoughts:

  • Our people still know how to use their expense accounts to treat each other to amazing meals and drinks at incredible bars, lounges and clubs. I’ll never rant about that; it’s the way business gets done AND it’s a helluva perk …
  • That said, those hefty expense accounts are one of many things that seem to give a level of self-importance to people with no real right to it. Just be you, and I’ll be me, and if it makes sense for us to work together, let’s do it …
  • DR is an industry of optimists. If a product deserves a chance to work, the people in this business really will give it a fair shot …
  • I’m always amazed by the ability of four people around a table discussing direct response advertising (myself included) to make said conversation appear to outsiders as important as a discussion between world leaders on nuclear disarmament. I’m telling you, we’ve all got that “interested/concerned/piqued/amused” rotation of faces down pat …
  • I don’t think I’ve ever spent five days in a hotel at a networking show and never once seen a single employee of the organization hosting that event … until this week (that’s especially surprising when the organization has something along the lines of two-dozen staffers). As someone who co-founded and co-hosts an industry event that draws 3,000 people, it seems that it’s kind of hard to know what your constituents want or need from the event if your staff is locked up in board rooms or “working” an essentially non-existent “show floor” while the massive bulk of your attendees are doing business across the many bars, restaurants and public spaces at the fantastic property you’ve booked. For me, understanding the full experience of everyone at the event is always crucial to improving it the next time around. That’s why I always spend time on the floor, in the conference rooms, with our sponsors, around the hotel’s bars and restaurants, and at the parties that other companies throw in conjunction with our event …
  • Smartphones are great. I love my iPhone. But they’ve become the bane of the scheduled meeting at events like this. “Hold on, I need to take this call,” is rarely a sufficient excuse to put a 10-minute hold on the one face-to-face meeting we’re likely to have in the next 3-5 months …
  • “I have a hard stop.” Yea, I have a meeting at 2:30, also. But I don’t need to use a dumb corporatized catch-phrase to tell you that (and make you feel like this meeting doesn’t remotely compare to your 2:30) …

With that, this blogging effort has reached a hard stop … for bed.