Field Reports1 Mar, 2005 By: Thomas Haire, Nicole Urso Response
Response's NATPE Seminar Draws More Than 125 Attendees
LASVEGAS — Response Magazine's Jan. 26 panel discussion "Direct Response: But Wait, There's More!" at the 2005 National Association of Television Program Executives (NATPE) Conference was a smashing success, drawing more than 125 attendees. With overwhelming interest and an audience Q&A that had no end in sight, NATPE officials had to call the seminar off more than 10 minutes after it's scheduled wrap time.
The Discovery Networks booth was a hot spot on the NATPE show floor.
Hosted by Response Editor-in-Chief Thomas Haire, the panel touched on how direct response advertising could work to expand profits from and promote television series and related products. The panelists included DR experts Bret Saxon of Transactional Marketing Partners (TMP), David Savage of ATC Agency Services, Steve Hastert of 10th Degree, Rick Petry of Euro RSCG 4D DRTV, Ron Perlstein of Infoworx and Tim Hawthorne of hawthorne direct inc.
Response was also active on the busy show floor, meeting with DR-related businesses, including Discovery Networks and Nielsen.
Duane Dahl, PerfectMatch.com
Duane Dahl is president and CEO of Seattle-based PerfectMatch.com, a new online dating service that is testing the waters in direct response with an infomercial produced by Guthy-Renker. Dahl was previously CEO of Kiss.com, one of the first online dating Web sites in the mid-1990s, and became CEO of Udate.com when it merged with Kiss.com before that entity was purchased by Match.com in 2002. Recently, Response sat down with Dahl to discuss PerfectMatch.com's position in the online dating space.
Bret Saxon of TMP and David Savage of ATC Agency Services share their DR expertise.
Response: How do the services offered by PerfectMatch.com help it stand out in such a competitive market?
Duane Dahl, Perfect Match.com As the online dating space has evolved, more sites launched on casual relationships and a lot of sites that focused on simply "hooking up." We wanted to expand the demographic in this space — to focus on like-minded adults looking for long-term relationships. I huddled with Dr. Pepper Schwartz, who I'd worked with at Kiss.com and we talked about relationships and how difficult it is to meet someone who you can have a lifelong relationship with. We worked maybe 50-60 hours together to find a way that we could best leverage the Internet to do that.
Response: What kind of system do you use to match like-minded adults?
Dahl: We developed a Myers-Briggs type of indicator focusing on relationships. It's called the Duet Total Compatibility System. We have a 15-20 minute test on the site — it's comprehensive, not exhaustive. It gives us a snapshot of who our members are, personality-wise, and how they might relate to others based on these factors. Over the past year, many dating sites are launching these types of tests. What we want to do is to also take the next step and search for individual matches based on the information they give us.
Response Editor-in-Chief Thomas Haire kicked off the panel with a brief presentation.