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MEDVED: Success is relative, and it’s not
always just about who made the most
money. When I look back, I can cite various campaigns and why they were successful. With a show like “Amazing John
Beck,” the success is longevity. It was
on the air for more than a decade. With
P90X, you’re taking a show that most
marketers would say is not quick and
easy, and it has a high price point. The
whole show is people filming themselves,
but it’s working. With the Just Kidding
comedy videotapes, we’re pricing something at $9.95 in long-form — very rare.
You talk about success from the phones
ringing? We shut down inbound telemar-keters’ lines on Saturday mornings.
Aside from the recent investor
announcement, what are the latest
developments at Cannella that affect
the company’s outlook for the next
MEDVED: Primarily, there are a couple
things. We are recognized as a complete
DR agency. We hold some of the largest
marketers in the business as clients. This
reflects on our people. Our media buy-
ers know DR marketing inside and out.
Almost our entire team has been with us
since they came into the DR business.
We’re passionate about what we do and
what we do for clients. It’s reflected in
our growth and sustainability. The fact
that we’ve grown, and continue to grow,
speaks well for our future.
Where would you like to see the com-
pany in 2039?
CANNELLA: Of course, still in business.
And, I hope to still be invited to our
Christmas parties — and healthy enough
to attend — since I’ll be in my 80s.
MEDVED: Obviously, we hope to be at the
top of the heap.
For each of you, what is your per-
sonal plan for the next five years,
whether with the company or in other
areas of your life?
CANNELLA: I’m looking to start to pull
back a bit from the business. I’m getting
involved in a more philanthropic life,
working extensively with children’s chari-
ties in the Burlington area.
MEDVED: I’ll continue running the com-
pany, looking to grow and expand it and
adapt to the ever-changing environment.
It’s important to have fun along the way,
and luckily, I think the entire team enjoys
what we do. At the same time, I hope to
continue to balance my life, work, family
and community service.
Elaine Roth, owner of Direct Response Marketing Inc., and the legendary “Queen of PI,” is retiring from the DRTV business after nearly 50
years. Owner of Direct Response Marketing for the past 29 years, Roth
made her name selling per-inquiry media time. “When I started 49
years ago, it was not unusual to sell five LP record albums for $4.95,
plus 10 cents shipping and handling. In comparison, now you can
sell five CDs for $119.99 plus $3,000 S&H!” Roth exaggerates with a
laugh. “Ah, those were the days when our attention was captured by
those lovely, state-of-the-art two-minute and 15-minute commercials.”