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Direct Response Marketing

Field Reports

1 Sep, 2006 By: Thomas Haire, Courtney Beth Pugatch Response

Petry: Two things I've learned from Jeff are that I don't have all the answers, and it pays to be open-minded. For example, Jeff has been a driving force behind the Online Retailing Alliance — an initiative I didn't fully see the merits of initially because I was concerned it would dilute ERA's brand. However, what ORA has done is attracted the likes of eBay and allowed us to seek common cause in the government affairs arena. That is exactly the sort of progressive thinking and evolvement of the organization we need. Jeff has been around since the birth of the organization and his historical perspective on how and why things have come to pass over the years has been and will remain invaluable.


Fays, Sarnow Join Response's Editorial Advisory Board


SANTA ANA, Calif. — Response Magazine, the only independent source of news and information for direct response marketers, welcomes Brian Fays of MTV Networks and Greg Sarnow of the Direct Response Academy to its Editorial Advisory Board.

Greg Sarnow, Direct Response Academy
Greg Sarnow, Direct Response Academy

Fays is senior vice president of direct response/paid programming for MTV Networks. Sarnow is founder of the Direct Response Academy, which offers detailed, high-powered, objective direct response marketing courses and seminars.

Greg Sarnow, Direct Response Academy
Greg Sarnow, Direct Response Academy

"These two newest members of our Editorial Advisory Board represent some of the brightest minds in the DRTV industry," says Thomas Haire, editor-in-chief of Response. "Fays brings the perspective of the cable universe to our board for the first time during my tenure with the magazine, while Sarnow's experience in the industry and as an independent producer of training programs for those interested in DR is well documented. Their thoughts, ideas and leadership will be a welcome addition to an already strong team of advisors."


DR Partners React to $325M Sale of Orange Glo


By Courtney Beth Pugatch (

PRINCETON, N.J — Church & Dwight Co. Inc. announced a definitive agreement to acquire Orange Glo Intl. for $325 million cash on July 17. The transaction is expected to close during third-quarter 2006, once it passes regulatory and other customary approvals.


Orange Glo's sales last year were approximately $200 million — two-thirds of those sales were from OxiClean, the company's flagship product. Combined with Church & Dwight's Arm & Hammer products, the company hopes to reach a wider market of laundry pre-wash consumers.

"OxiClean is a great complement to our Arm & Hammer and Xtra brands and provides access to one of the fastest growing parts of the laundry category — additives," says James Craigie, president and chief executive officer of Church & Dwight. "OxiClean also brings to our company a franchise that has developed a great consumer loyalty. This transaction is consistent with our growth strategy of strengthening our business by adding leading brands in areas of high growth."

Craigie adds that the company not only intends on continuing with Orange Glo's DR marketing, but also intends "to see if we can apply the same kind of advertising to other Church & Dwight products and brands."

This is good news for Orange Glo's DR marketing partners, like Van Nuys, Calif.-based Icon Media Direct — Orange Glo's direct response media agency since 2000 — and Sullivan Productions in Tampa, Fla., Orange Glo's main marketing and production partner for the past seven years.

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