Editor's Note: A Fresh Start1 Jan, 2014 By: Thomas Haire Response
This January issue marks the beginning of Response’s 23rd year in publication (and the beginning of my 14th calendar year at its editorial helm). Perhaps you noticed a little something different on the magazine’s front cover?
That’s right: not only have we redesigned the magazine’s long-time masthead logo, but we’ve also changed the magazine’s tagline. In its more than two decades, the magazine has had only two masthead logos prior to this change, with the well-known and most recent logo leading the magazine for the entirety of the 21st century.
Why the change? We see it as a maturing — both in our style here at Response and in the direct response marketing community as a whole. As the magazine that has served your news and information needs for more than 20 years, we know who we are, and we know who our market is. No longer is Response only serving the classic DR market — and no longer are DR marketers cornered into a small sector of the marketing industry as a whole.
That leads us to our new tagline. For those of you who’ve been paying attention in this space (as well as throughout the rest of the publication) in recent months, the tagline — Direct. Digital. Data-Driven. — will not be a surprise. We’ve been focused on the convergence of these marketing concepts for some time now — and we plan on continuing to expand our coverage of the omni-channel marketing universe.
If you read my thoughts in this space last month (“DR Marketers Must Choose the Future,” December), you’ll remember this: “All one needs to do is flip through the pages of this issue of Response and compare it to an issue from either five or 10 years ago. Change is everywhere.”
We, at Response, not only see ourselves responding to this change — but also as an agent of it. While, yes, we do cover the ongoing news of the day here and in our digital properties (the Response This Week E-newsletter, ResponseMagazine.com, TheDRMA.com), we’re on the lookout for where the business is heading next. It’s our job, you see, to help you stay a step ahead of change, and we do that by maintaining a professional yet forward-thinking posture.
So, welcome to this latest iteration of Response Magazine. You’ll recognize us, no doubt. But also, we hope, you’ll find a refreshed yet confident vision of the future of marketing — one that’s direct, digital and data-driven. We’re glad to have you along for the ride.
Thomas Haire, Editor-in-Chief