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Direct Response Marketing

Field Reports

1 Sep, 2005 By: Thomas Haire, Nicole Urso Reed, Doug Garnett Response

Q. Can you describe the process that led to these changes?

A. We saw tremendous growth and potential on the international side. On the other hand, we saw a lot of tremendous competition and difficulty growing the business on the U.S. side. In order to sustain a growing business, we simply had to shift focus. That realization led to these changes.

Q. Briefly describe what the new Thane can do, specifically for marketers looking into DR for the first time?

A. There are two points I'd like to make here. The first point is, no matter what stage of development a product is at — it could be a finished show that's already tested or it could be just an idea, a drawing, a sketch — we have the ability to make the product market-ready. We can help with product design, work to set up manufacturing, work to develop the marketing message. We provide all services. The second thing we offer is worldwide distribution. We are a network of wholly owned subsidiaries that work as part of the same team. Therefore, we have the same goals and can get behind the product as a team. We're the only company in this business able to guarantee distribution because we own the distribution.

Q. What successful products or clients have you worked with recently? Are there any new projects in the pipeline you want to discuss?

A. We're currently handling international distribution for the Magic Bullet, which is probably the top exportable show to come from the United States in the past 18-24 months. We have a number of projects in development that will be revealed in Las Vegas at the ERA conference (Sept. 18-21).

Q. Is there any truth the rumors that the newly restructured Thane is actually for sale? If so, what is Thane looking for in a purchaser?

A. Following a great fiscal 2005, Thane has just announced continued excellent results for the first quarter of fiscal 2006 and is continuing to look at various strategic growth opportunities. We have retained an investment banking firm — Houlihan Lokey Howard and Zukin — to assist us in this regard. It is also well known that Thane's majority owners are a private equity group, HIG Capital. We have always had and continue to have tremendous support from HIG Capital to build Thane's global business.




By Nicole Urso


  • 1. In a biannual report, the Federal Communications Commission (FCC) stated that mobile phone users outweighed the number of conventional landlines in the second half of 2004, according to the Los Angeles Times.
  • 2. QVC and| have combined merchandising initiatives under the leadership of Executive Vice President Randy Ronning. Under this new structure, Ronning assumed the title of chief merchandising officer. He is responsible for merchandising, brand development and Internet.



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