Mixing traditional advertising agencies with DRTV specialists can be a lot like pouring oil into water. While the two substances can exist in the same container without much problem, they never truly combine into one homogeneous mixture. And while there’s no question of DRTV’s value in a...More>>

The average person wouldn’t go to family practitioner for heart surgery, nor would he or she call on a newspaper reporter to write an infomercial script. Everyone knows that an automobile dealership isn’t the best place to get your car’s windows tinted, and that Sam’s Club probably isn’t...More>>

Online video is just plain hot. Marketers from all corners of the business world are combining clips with online venues like YouTube, Hulu and corporate Web sites to get moving pictures into the hands of existing and future customers. In May, Google heated up the online video space even more when...More>>

For advertisers, the debate about whether Apple’s iPad provides superior experiences to its iPhone or Macbook is moot. With close to two million iPads sold in the U.S. by the end of June — and more than 200,000 more units selling weekly — iPadders are a rapidly growing enough audience to...More>>

TV Everywhere — the buzz behind cable’s new approach to multi-platform video — is cropping up, well, everywhere. If you’re not familiar, “TV Everywhere” is a buzz phrase first coined by Time Warner Cable referring to its work with two major programming partners. Essentially, it would...More>>

I have written often of DRTV’s effectiveness during economic recessions, because (unfortunately) the business cycle guarantees them. The recent malaise is the third major recession of the past 20 years, and certainly the worst. The first two forced us to author a DRTV platform for tough times,...More>>

During the 30 years that I’ve been in the DRTV business, one thing has stayed the same: everyone wants a quick, easy and inexpensive way to know what’s going to work or not. And despite the plethora of techniques developed over the years, only one — DRTV — effectively gives you the answer.More>>

Admit it: ever since “Star Trek” rebooted with the first of its “Next Generations,” you wanted a holodeck. But while interactive three-dimensional environments remain sci-fi fantasy, 3D TV should surface this year. The reports from CES are exciting, yet ominous. ESPN and...More>>

I was deep in conversation with a prospective client when he asked me a question only two other prospects/clients had asked me in the past decade: “Would media outlets prefer to receive a higher bounty for a sale or a lower payout on a lead?” More>>

I never was a fan of Miss Cleo and the Psychic Readers Network. I found it improbable you could gather hundreds of authentic psychics to man the phones at 2 a.m. every night. More>>