Looking Back on 15Years
Crystallizes a View of the
Only when I opened up a new Word document to write this month’s column, and then immediately saved it as “EdNote March,” did it strike me that this isn’t just another column: March 2016 marks my 15th (or, based on wedding traditions, crystal) anniversary as the editor of Response.
At first, I was surprised that it took me until that moment to remember that this
is a milestone issue for me. As those close to me know, I’m kind of a savant for dates
and anniversaries. Moments later, though, I realized that with how quickly things
move this time of year around the Response offices — with all of our usual publications going full speed and Response Expo less than two months away — it’s easy to
lose track of time.
During the past decade-and-a-half, we’ve both covered and, in some ways, led
the changes in this industry: from the start as a true direct response television magazine, we expanded horizons through the multichannel and retail eras; and now we’re
leading the way into what we simply call performance-based marketing. Why performance-based marketing? As marketing has become more complicated — and consumers have more control of how, when, and where you reach them — laser-sharp
measurement of the performance of every facet of your marketing plan is more important than ever. In short, all marketing is now performance-based marketing.
When I took over the editorial direction of Response — just short of my 30th
birthday — I wrote, “When I first found out about this position, my interest was im-
mediately piqued. From my own experiences of watching infomercials on late nights
or weekend mornings to seeing my stepmother purchase any number of exercise
machines … I’ve long had an interest in finding out how this industry goes about its
To this day, I’m happy to say that my desire to follow the
marketing business and report on its hottest topics, best mar-
keters, and endless transitions has not waned in the slightest.
There’s not one day at this desk that’s the same as the day
before or will be the same as the day after. It’s a pleasure to take
part in such a dynamic world.
This is true thanks to innovators and the drivers of change
who push this business forward. It’s true thanks to our readers
who have supported this publication month after month, sharing feedback — both positive and negative — to help us understand the needs of our audience. And it’s true thanks to our
amazing Response team, one of the best groups of people anyone
could hope to work with.
With a cover story on a DR legend whose success story recently made it to the big screen to features and columns that
tackle the biggest topics on today’s changing marketing landscape, this issue of Response is a perfect slice of our past, present
— and eagerly anticipated future. Dive in!
Thomas Haire, Editor-in-Chief
The Magazine for Performance-Based Marketers
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Publisher: John Yarrington
Editor-in-Chief: Thomas Haire
Contributing Writers: Peter Feinstein, Leonard L.
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The first official
Response headshot of
Haire in 2001 — 15 years
ago, the fresh-faced
young lad had a lot more
(and darker) hair.