Medved Reflects on DRMA
Member of the Year Honor
By Thomas Haire ( email@example.com)
Rob Medved is CEO of Burlington, Wis.- based Cannella Response Television. On
Dec. 9, Medved was announced as the winner
of an industry-wide vote as the 2014 Direct
Response Marketing Alliance (DRMA) Member
of the Year. Recently, we caught up with him
to discuss the honor, the direct response marketing space and more.
What does it mean to you and your company to be named the DRMA Member of
Rob Medved: I am honored to be recognized with this award, particularly
because of how it reflects on the entire
team at Cannella Response Television.
We all take great pride in not only building
business for our clients, but in advancing our entire industry in areas including research and overall professional
standards. We are enthusiastic supporters of the DRMA and see it playing an
essential role in helping to promote, unify
and advance;direct response through
research and fantastic networking events.
To be selected for this honor by my peers
is truly humbling, and I greatly appreciate
their recognition that Cannella is helping
the DRMA achieve its goals on behalf of
the DRTV business.
Why do you think your efforts and contributions to the DR business helped you
earn this accolade?
Medved: Early in my career, I launched
products with my business partner Frank
Cannella, which gave me first-hand
knowledge of the various business fac-
tors and decisions a marketer faces. That
foundation served me well as it shaped
my perspective on managing a DRTV
media agency and how we operate. We
are inherent problem solvers at Cannella,
and we will collaborate with our clients
and media partners on any of the business
challenges they face. The Cannella culture
is to be accessible, objective, innovative
and results-focused. We try to provide
genuine and constructive solutions. It is
my hope that I am being recognized for
the good work that Cannella has done
throughout the years and for being a good
business partner. The way I handle myself
is reflective of the company’s philosophy.
The more we can do for DRTV in general
— and the more people we can attract to
the space — the better off we all will be.
Being innovative — and not complacent
— is in my nature. It is said, “A rising tide
lifts all boats.” I’d like to think we have
done our part in that respect.
What do you believe working with the
DRMA does to create a better business
atmosphere for you and the industry?
Medved: This is a close-knit industry that
shares best practices more so than other
industries. I credit the DRMA for nurturing
an environment where success stories
are shared and for facilitating information
on a broad basis. We participate in DRMA
events whenever we can and contribute
our thoughts on industry topics. We benefit in return through the interactions and
contributions of others.
What was the most significant accomplishment in the past year for your company?
Medved: No single accomplishment
stands out from the others. I am very
proud of the team we have at Cannella
and the work they do — day in and day
out. I have found in my 20 years in this
industry, and at Cannella, that there are
hits and successes that are easy to point
to, but I’ve learned that it’s the many small
achievements performed each week that
make us successful.
What is your outlook for your business in
the next 12 months?
Medved: You’ll see us continue to diversify
into other forms of direct response, including short-form and digital. There are many
tools, media channels, and creative forms
available to direct marketers — and it’s
important to use them all in an integrated
fashion. We remain bullish on the power of
TV to cost effectively reach a mass audience, but the ancillary touch points are
vital to closing the sale.
Millennials’ Time With
Mobile Impacts TV Time
BY DOUG MCPHERSON
BOSTON — New research suggests
Millennials appear to be spending significantly less time with their TVs and
computers. Each day, 77 percent watch
TV compared to 86 percent of Gen
Xers, and whopping 91 percent of Baby
Today, 77 percent of Millennials
use a smartphone daily, says Millward
Brown Digital. That far exceeds the
mobile habits even of Gen Xers — 60
percent of whom check their smartphone daily.
Meanwhile, 58 percent of Millennials use their laptops or desktops at least
once a day, compared to 67 percent of
Gen Xers and 71 percent of Boomers.
Tablet usage remains lower than other
screens, with Gen X slightly leading the
Joline McGoldrick, research direc-
tor at Millward Brown Digital, said
implications for marketers are clear:
“With such marked differences across
generations, marketers need to ensure
that their … investments match their
audience’s screen preference.”
; All demographics prefer bigger
screens when sitting down for
tasks that require more than 10
minutes of their time.
; 81 percent of consumers across
generations prefer to complete
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