Big Bark ,
“We only look for products we think we can brand,” says Bill McAlister, president and CEO of Top Dog Direct, one of the leading As Seen On TV marketers in the world, based in Trevose, Pa.
“We aren’t looking for a bunch of products to just throw up
against the wall — we bring one product to market every two-
to-three months with the idea of creating an immediate success,
as well as a lasting brand.”
McAlister — who got his start in the direct response world more than 30 years
ago at QVC — started the company now known as Top Dog Direct as Media
Enterprises in 1993. Today, with long-time partner Steve Silbiger as chief market-
ing officer and Jacklyn Bloemker as director of marketing, the company boasts
historic DRTV hits like Urine Gone, Mighty Putty, Tag Away, and the Sobakawa
pillow among its successes — as well as more recent winners BeActive brace and
All the while, Top Dog Direct kept pace with the changes driving the As Seen
On TV corner of the performance-based marketing business — first riding the
success of the DR-to-retail wave that rolled through the business in the past decade, and now leading the way in online innovation. Its newest initiative — As
Seen on the Internet — launches in June and promises to bring the hottest products being marketed and sold solely online to retail stores around the country.
McAlister says the idea behind this new facet of Top Dog’s work is in line with
what’s brought the company success in the past.
“We spend our time doing nothing but perusing the internet and meeting with
inventor groups to find the next big thing,” he says. “The product is king — it’s all
we care about. Our goal is to make a profit every single month, and for 30 years,
we’ve been able to do that.” ;