Understanding the
‘TV-Print Synergy’
“It’s a crucial factor in direct response success,”
says Manhattan Media Services’ Marianna Morello.
Rediscovering the Value of Print
Over the past few years, the success of DRTV as a direct response
advertising medium has obscured an obvious but important fact: direct
marketers were hugely successful in print long before TV ever came
along. The good news: many long- and short-form DRTV marketers
are discovering that print direct response ads and TV can work hand in
hand to create direct response sales success.
Marianna Morello, president of New York-based Manhattan Media
Services, has been enlightening direct marketers about the value of the
“print-TV synergy” in recent years. The result, major success stories
client like IdeaVillage, Jamster, TELEBrands, Fitness Quest, Direct Buy
and countless others.
Educating TV-oriented
Marketers
“Many DRTV marketers have
never taken advantage of the
print-TV synergy because they are
not familiar with the media. Print
has a powerful impact on a suc-
cessful TV campaign. Be it long-
form or short-form, print will
enhance your results,” explains
Morello. “But I’ve ended up
turning around a lot of skeptics —
especially when they see not only
the results, but the substantial
Marianna Morello discounts I’m able to secure for
them in mass-circulation maga-
zines and free-standing inserts in
newspapers with as many as 60 million in circulation on Sunday.”
In the case of clients like TELEBrands, which started in print and
is now strongly in DRTV and retail, Manhattan Media has been their
agency of record since their inception. TELEBrands says, ”Manhattan
Media Services is outstanding and they have a proven record.” Clients
like Hair U Wear, makers of HairDO, Put On Pieces, Raquel Welch
Wigs and Great Lengths, agree. Michael Kleinman says, “Obviously,
the product and the collateral marketing is great, but Manhattan Media
enabled us to accelerate advertising and grow our business years ahead
of schedule.”
Become a believer, too — try print advertising — it can work for you!
Manhattan Media Services Inc.
535 Fifth Ave., 10th Floor, New York, NY 10017
www.manhmedia.com
Contact: Marianna Morello, President
Tel: (212) 808-4077 Fax: (212) 808-4080 E-Mail: mmorello@manhmedia.com
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