Editor’s Note
The Industry Gives — and Receives
— Thanks
During an Oct. 26 fundraising gala in
Los Angeles, attendees sat rapt dur-
ing a video saluting Mercury Media
co-founder Dan Danielson for his
work in bringing the direct response industry
together with the Wheelchair Foundation to
create what has become one of the biggest char-
ity success stories in our business’ history.
In that video and others shown during an
event that raised dollar amounts swelling well
into the six figures for the Wheelchair Founda-
tion, I was struck by the images of DR industry
leaders, time and again, literally helping recipi-
ents into their wheelchairs in locations as di-
verse as Africa, Southeast Asia and right here in the United States.
Every November, families across this country come together to give thanks for
another year of health, happiness and liberty. The tradition of Thanksgiving, started
centuries ago by this nation’s first European settlers, is one now steeped in modern-
day trifles like a day of football and eating competition-level food consumption.
However, the true message and idea of Thanksgiving is one that pervaded the events
that took place during the Wheelchair Foundation dinner.
By raising enough money — through direct donations from industry professionals
and from Americans of every stripe donating via the direct response campaign created
and tended to by many of the industry’s leading companies — to give the gift of
mobility to 4,000 people around the world during the past 18 months, the direct
response industry has earned not only a giving of thanks from those in need, but also
shown its own thanks to the consumers who have made this business so successful
during the past two decades.
Response is proud to have joined the many companies and individuals in the direct
response world who have given their time, efforts and money to support this worth-
while cause. The success we, as a magazine, have enjoyed during our 16 years of publi-
cation is due to our readers, our advertising partners and the overall success of this
business. Without a successful direct response market to cover, after all, Response
would not be in existence.
Therefore, it has been — and will continue to be — our privilege to support not
only the industry’s efforts with the Wheelchair Foundation, but also other opportuni-
ties to give back.
Really, in the end, is there a better way to give thanks for what we’ve been
fortunate enough to earn through hard work and good will than to give some of it
back to those more in need than ourselves? That’s what Danielson and those behind
the Wheelchair Foundation have truly taught us recently — what
a wonderful Thanksgiving lesson for all of us to take to heart this
holiday season.
Generosity is the flower of justice.
— Nathaniel Hawthorne, 1850
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