Response Magazine - September 2008

Annua l

Report

BY THOMAS HAIRE

As we close in on the 2008 presidential election, the direct response television (DRTV) market is again facing another test of its mettle. For decades, proponents of DRTV have contended that direct response was the one and only reces-sion-proof avenue for marketers of all shapes and sizes. As DRTV has led the direct response marketing space deep into the corporate marketing world, its influence has expanded exponentially. In 2008, however, DRTV has been tested by major media events — including the extremely successful Beijing Olympics and the presidential election cycle — while, at the same time, watching the American economy continue to struggle. Now, as 2009 appears in the not-too-distant future, new challenges — the digital broadcasting changeover set for February, a weakening dollar, mobile marketing’s advance — appear to be conspiring to, once again, test direct response’s staying power.

For the past 12 years, Response has asked members of its Editorial Advisory Board to analyze current trends and make predictions about the future of the direct response space. Once again in 2008, their thoughts represent a cross section of the industry: from DRTV legends to technology experts; from the international perspective to that of the cable networks. According to these leaders, this is the state of our industry. CONTINUED >