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Dickson, public relations manager at
Cleaning Up in Housewares;
Edison Nation, an As Seen On TV part-
ner and product development company
in Charlotte, N.C. “Our team looks for
products that make life easier for consum-
ers,” she says. “A great product is simple,
saves time, solves a problem and works.”
Dickson shares Eggies® has an exam-
ple — the product that creates hardboiled
eggs without the hassle of peeling. “It’s
been our most successful housewares
product to date because we were able to
solve a problem that transcended virtu-
ally every household,” she contends.
A couple more categories that are
enjoying a resurgence of sales are clean-
ing and organizing, according to the IHA.
The elephant in the room/category is
OxiClean. Today, it holds a whopping
47-percent market share.
“OxiClean has been one of the most
successful products launched in the direct
response category,” says Nancy Lazkani,
CEO of Icon Media Direct, a direct response ad agency in Los Angeles.
Lazkani says it’s rare for a direct
response brand to make it from a “
one-hit-wonder” status to a national brand,
but OxiClean has developed loyalists all
around the country because the product
does what it promises.
On the organizing/storage product
Nu Wave credits its success with direct
response television for its housewares
products to its alignment with its
Edison Nation believes Eggies
have seen success because the
product solves a problem for
nearly every household.