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Direct Response Marketing

Editor's Note: 'Unity in the Community' Is More Than a Slogan

1 Aug, 2011 By: Thomas Haire Response


Thomas Haire, Editor-In-ChiefThis month, Response and the Direct Response Marketing Alliance (DRMA) are pleased to announce the nominees for the 2011 DRMA Marketer of the Year Award. This third annual award recognizes — via an industry-wide vote — the best marketing company in the direct response business and will be presented during a special event at Las Vegas’ Chateau nightclub on Sept. 14.

Nearly nine years ago, Response recognized that the growth of DR would be led by successful marketers utilizing the tenets of direct response. That’s why we’ve featured those marketers and their products on our covers and in our pages since and began honoring them with this award in 2009.

In its early days, the magazine was sharply focused on DRTV. But, as time has marched on and technology has expanded, we’ve seen DR marketing grow beyond those roots into many new mediums. At the same time, we’ve seen the types of marketers relying on DR grow into a vast group, including most major traditional brand marketers.

As the market expanded, we’ve expanded the ways we serve the industry. By adding the DRMA — a powerful networking alliance with more than 300 member companies — and Response Expo, the industry’s most innovative, forward-thinking, inspirational and business-focused trade event, we are proud of the ways we’ve continued to push the industry forward while meeting the needs of the current business.

We’ve done all of this by taking risks with original ideas that we felt could help the DR business thrive — not by playing politics, copying other organizations’ ideas, or by hustling our editorial sources, advertisers or DRMA members for “exclusive” support. By creating products, services and opportunities that everyone in our business can access, the Response Group’s goal has always been to create a community in the DR business that finds such practices abhorrent — one that respects competition while working together for the common goal of improving this business for everyone.

Earlier this year, we took on a slogan for the DRMA facet of our business that reflects this concept: “Unity in the community.” The Response Group, like most of you, is a for-profit business — yet we understand that we will not survive or prosper unless the direct response community does the same. That’s one reason why our DRMA membership price ($595) is a flat fee, no matter the size of your company. No matter whether you’re a one-person PR shop or a $500 million-per-year marketer, the opportunities for you to utilize our educational, networking and marketing tools are the same for all DRMA members.

In that spirit, we look forward to receiving your votes for the Third Annual DRMA Marketer of the Year Award, the only marketing award in direct response chosen by you, the professionals in the industry. See you in Las Vegas on Sept. 14!


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