The close of 2010 officially marked the end of the direct response television business’ first quarter-century. As we
step into 2011, though, the challenges and
opportunities for those working in DRTV
and other DR marketing businesses remain just as diverse as ever.
That transition to the industry’s second
quarter-century provides the Response Editorial Advisory Board with a perfect chance to
look back and ahead in the first quarterly edition of the 2011 Editorial Advisors Forum.
“It’s been a wild ride. I remember such a small group
of us in the early days of the infomercial business. Few
of us knew then that this industry would become such a
big part of our life and careers. I also didn’t imagine any
of us ever dreamed it would turn out to be as lucrative as
it has been,” says Richard Stacey, president and CEO of
Toronto-based Northern Response Intl. Ltd.
Fern Lee, principal in New York-based Thor Associates, agrees. “It has been a pleasure and a continued passion to work and play in direct response, and I am blessed
to have experienced my success,” she says.
Mike Medico, New York-based CEO of E+M Advertising, says credit for the industry’s success should be
spread far and wide. “It is important to acknowledge the
people and talent that have made our industry what it is
today. They have raised awareness, given credibility to
direct response marketing and improved the performance
of products sold to consumers,” he contends.
The industry’s first 25 years had many turning points.
However, Tim Hawthorne, founder, chairman and
executive creative director of Fairfield, Iowa-based Haw-