8 RESPONSE NOVEMBER 2017 www.responsemagazine.com
Thank you for the incredible and insightful article about
MetLife, profiling Jean Vernor
(Response, August) — a very smart
and infectious leader. Our CEO, Fern Lee, led the THOR
Associates engagement with MetLife, walking alongside
Jean and her brilliant MetLife Direct team.
It was a pleasure to contribute brand response and
channel integration strategy/execution as a valued
agency partner. The article gave light to the successful opportunities for our industry when brands embrace direct
response initiatives with offer
modeling, allowing for lead-gen through omnichannel
The rebranding of Re- sponse Expo to MTC Expo
surprised me at first. Why
change an established show
name that attendees know and
are comfortable with?
The simple answer is that this rebranding disruption
was imperative given the changing nature of the marketplace. The status quo was just not the long-term solution.
This is all about positive disruption in a marketplace with
a new, specific, and solid focus on media, technology,
and commerce — which makes total sense. The rebranding disruption is exactly what is needed!
Most people look at disruption as unwelcome and
threatening. But positive disruption is the exact opposite,
leading to change and growth. Kudos to the team for rebranding the Expo, which will benefit everyone.
Imagine Fulfillment Services (IFS)
La Mirada, Calif.
LETTERS TO THE
or Drop Ship,
covered. FosdickFulfillment.com 800-759-5558
deals with advertisers are based on how
many people watched the commercials
in the shows within three or seven days
of their initial airing. Networks are also
selling more commercials on their online
viewing platforms for their programs.
Even with the drop in traditional TV
viewing, network executives note that
they are still reaching large audiences
through time shifting and generating
more revenue from digital platforms.
Despite ratings declines last season,
the five major English-speaking broadcast
networks sold $9.1 billion in advertising
for the 2017-18 season, a 4.1-percent
increase over the previous year, according
to research firm Media Dynamics.
Overall, live-TV viewing results are
still strong: an average of four hours, 21
minutes of live TV programming per day
for all TV viewers versus 34 minutes of
DVR time-shifted viewing, according to
first-quarter Nielsen results.