Members of Response’s editorial Advisory
Board reminisce about the industry’s
colorful history and look ahead hopefully at
the next quarter-century.
thorne Direct, says a realization nearly two decades old
is among the most important. “A significant moment in
DRTV history was when we all realized in the early 1990s
that our infomercials and short-form spots were also highly
effective in driving product sales in other channels, such as
the Web, direct mail, print and of course, retail,” he says.
“In the old days, we would have our voice-over announc-
ers say, ‘Not available in stores,’ to enhance the urgency
of the offer. That all has changed to the extent that most
DRTV campaigns are intentionally designed to drive on-
line and retail sales.”
What else has changed? What’s stayed the same? Let’s
listen to our Editorial Advisory Board leaders.
What was the most memorable moment
during the past 25 years in the DRTV
Brian Fays, MTV Networks: In the early- to mid-1990s, when
blue chip advertisers and Fortune 500 companies entered
the DR space paying premium rates and bringing a higher
level of commercial creative to the table. This transition
from pure cost-per-call clients to Wall Street-type advertisers put DR on the map and we never looked back.
Doug Garnett, Atomic Direct: It’s difficult to pick out a moment from so much time. What stands out for me is the
advanced use of long form by the Obama campaign. First,
they ran for months on satellite with a surprising and
humanizing long-form show emphasizing Obama’s background. This was capped by the national primetime broadcast of the Obama campaign infomercial. One timeslot
across a set of networks drew more than 30 million viewers
and, interpreting poll data, played a key role helping solidify his lead. It was both unusual and effective.