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A Tribute to Billy Mays

DOWNLOAD 2001 RESPONSE COVER HONORING BILLY MAYS
Due to overwhelming demand, for a limited time, Response is offering a free high-resolution download of its December 2001 cover featuring Billy Mays.
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INDUSTRY SHOCKED BY DEATH OF BILLY MAYS
"Powered by the air that you breathe. Activated by the water that you and I drink!” With those words promoting the massive hit product OxiClean nearly a decade ago, Billy Mays moved from successful pitchman into the ranks of direct response television’s legends. -more-

Cover Story

Kreg Does a Jig for DR

"Many of our past brand campaigns before DRTV were inefficient because we didn't close the loop," says Brad Lilienthal, vice president of sales and marketing for Huxley, Iowa-based Kreg Tool Co., a leading U.S. manufacturer of quality woodworking tools. "Since we've been exposed to DRTV, we get instantaneous results and measure them against our retail numbers to analyze the overall performance of the media. It leads to better decisions and more targeted use of marketing dollars. In addition, it allows the CFO to get behind campaigns much earlier in the process."

Breaking News

Industry Reacts To Death of Billy Mays

SANTA ANA, Calif. - In the days since the death of DRTV pitchman Billy Mays, a wide array of industry leaders and friends of Mays have either released general statements to the media or contacted Response directly to share their thoughts directly. Following is a complete set of thoughts received by the Response staff about Mays, who passed away at age 50 on June 28.

Direct Response Marketing Alliance Establishes Billy Mays Memorial DRMA Marketing Scholarship

SANTA ANA, Calif. - The Direct Response Marketing Alliance (DRMA), the leading independent educational and networking organization serving the direct response industry, has established The Billy Mays Memorial DRMA Marketing Scholarship, an annual scholarship to be awarded to students demonstrating outstanding scholastic achievement and commitment to the pursuit of a career in marketing.

Cablevision Cleared for Remote Storage DVR

BETHPAGE, N.Y. - The U.S. Supreme Court declined to review a Court of Appeals ruling upholding Cablevision's right to record TV shows for customers on remote servers. The victory for Cablevision in the remote storage-DVR litigation will allow the company to offer this service to all of its digital cable customers and will inherently have an affect on other cable service operators.

ION Launches Triple Play In New York and Washington

NEW YORK and WASHINGTON - ION Media Networks launched its digital broadcast "Triple Play" in New York City and Washington, D.C. this week, which includes the broadcast of ION Television in high-definition, two other digital networks and mobile digital television (mobile DTV).

Marketers Back Off Upfront Pricing Demand

NEW YORK - Initially demanding lower pricing in the upfront television marketplace due to economic concerns this year, advertisers are now backing off of their aggressive demands, reports AdAge.com. After weeks of delay, the marketing for advertising television time in the upcoming fall season is finally moving.

From Response This Week

Due to overwhelming demand, for a limited time, Response is offering a free high-resolution download of its December 2001 cover featuring Billy Mays. Click here or visit www.responsemagazine.com to access this now-treasured piece of memorabilia.

Mercury Media, a full-service direct response media agency names Keith Turner as vice chairman of the board of directors. As vice chairman, Turner will advise Mercury Media on best practices for attracting television’s elite advertisers and educating them on the evolving direct response advertising industry.

The Beachbody News Network profiles Imagine Fulfillment Services (IFS) in three of the top 10 long-form infomercials for Beachbody. The following video shows how a consumer order is placed and fulfilled with many quality control checks: http://teambeachbody.com/showcase/-/bcp/27629419001.

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