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Direct Response Marketing

Field Reports

1 Oct, 2007 By: Thomas Haire, Courtney Beth Pugatch Response

Long-Time Industry Leader Rollie Froehlig, 65


Services were held for Froehlig on Sept. 25 at Brentwood (Tenn.) United Methodist Church. As Froehlig was a dog lover and supporter of the elderly, those wishing to make a memorial contribution to honor him are urged by the family to contribute to the Nashville Humane Association (615-352-1010, www.nashvillehumane.org), Happy Tales Humane Animal Shelter (615-261-PETS, www.happytaleshumane.com) or Senior Citizens Inc. (615-743-3400, www.scitn.org).

Froehlig's survivors include his wife of 19 years, Celia, and his sister, Nancy Park of Wheaton, Ill.

New Moulton President Focuses on Technology

VAN NUYS, Calif. — With long-time company leader Larry Moulton stepping into the role of chairman of the board, Anthony Sziklai, Moulton Logistics Management's (MLM) new president, is now leading the company's charge into technology investment as a way to keep Moulton among direct response's fulfillment leaders. "At Moulton, for example, 'fulfillment' doesn't really capture the many ways we use advanced technology to help make our clients better informed, better controlled, more efficient and, yes, more profitable," Sziklai says.

Anthony Sziklai takes over as MLM president.
Anthony Sziklai takes over as MLM president.

The management restructuring was announced by MLM on Sept. 10, and the company claims it will benefit the company immediately and in future growth. Sziklai now runs the company's day-to-day operations, while Larry Moulton's new role as chairman allows him to become more involved with business development and long-term strategic growth.

To denote MLM's leadership in technology among its logistics counterparts, Sziklai points to the company's Web-based dashboard interface that allows customers to "track and trend" their fulfillment information, as well as MLM's Web-based CRM management system and OrderVision order management system.

"These systems involve making big investments in technology," Sziklai says. "But it's necessary to make such investments if you want to compete, grow and continue to be one of the leaders in a very fast changing business."

Arvidson, IFS Set to Host Oct. 26 Wheelchair Foundation L.A. Event

By Thomas Haire
(thaire@questex.com)

Imagine Fulfillment Services owner Andy Arvidson is what many people would call a "busy guy." However, "busy" doesn't really capture the essence of a man who rises each day well before dawn to jump on E-mail and hit the gym before putting in a full day at IFS' Torrance, Calif., offices. While running his successful fulfillment business, Arvidson has also recently found time for two other ventures — starting up IFS Television, a new production company, and taking the reins in organizing and promoting the Wheelchair Foundation's inaugural Los Angeles area black-tie charity event, which is slated to take place on Oct. 26 at the Trump National Grand Ballroom in Rancho Palos Verdes, Calif.

 Arvidson
Arvidson

Recently, Response was able to grab a few moments of one of Arvidson's always busy afternoon's to talk about the Wheelchair Foundation — a special charity in the hearts of many involved in the direct response business — and IFS.

Q. What spurred the idea behind the inaugural L.A. Wheelchair Foundation dinner?

A. I strive to be creative on a daily basis and wanted to do something great for Chris Lewis and the Wheelchair Foundation. Some of my motivating factors include: raising money for people with mobility needs around the world, including the United States; honoring Dan Danielson, co-CEO of Mercury Media, for leading the effort and finding an organized way for the industry to give back; creating a world-class event for everyone in the direct response industry; and providing media exposure for those companies and individuals stepping up to help the cause at the dinner.

Q. Can you speak about your relationship with Lewis and Danielson, who spearheaded the direct response industry's work with the Wheelchair Foundation?

A. Dan personally called me about a year ago and told me all about the Wheelchair Foundation (www.wheelchairfoundation.org). We set up a lunch meeting and, without hesitation, wrote a check from IFS to buy some wheelchairs for people in need. I followed the cause closely through the trades, visited China in person to see the Foundation helping children with cerebral palsy, and then met with Dan in Miami in January. I told Dan I would develop creative fund-raising events to help. Dan brought Chris Lewis by IFS a few weeks later and I presented three concepts: a 30-day auction of donated infomercial and entertainment high value products through flippid.com, which raised $3,100; second, to bring in the San Diego Charger cheerleaders to the Response Expo Seaport Celebration Networking Event that IFS hosted with FedEx and Response — $4,000 was raised on June 7 through cheerleader photos and autographs; and, finally, to engineer an Inaugural Los Angeles Wheelchair Foundation Dinner — start to finish — and make it happen with great focus. I picked the date and venue, and have worked on the event an hour a day since February. There is an end goal of raising $200,000 with the dinner.

Q. Can you talk about the event's celebrity host, Richard Gant, and entertainment, Vann Johnson? How did you get them involved in the event?

A. Richard Gant has done a lot of work in television and film and is an excellent infomercial celebrity host. Richard recently did public service announcements (PSAs) for television and radio on behalf of the Wheelchair Foundation. Vann Johnson is a beautiful, world-class entertainer who will represent the industry and the Wheelchair Foundation with the utmost class and sophistication. Through production work, I was able to meet both Richard and Vann along with many other key people. Forbes Riley and Tracy Metro will host the Red Carpet entrance at Trump National for the Dinner.

Q. What else is going on with your business at IFS?

A. IFS Television was unveiled in Las Vegas at a special networking party at the Mandalay Bay's rumjungle on Oct. 1 during the annual Electronic Retailing Association (ERA) conference. IFS Television will focus on infomercial production and media coverage for both marketers and suppliers. Most importantly, IFS Television will play a critical role in helping many humanitarian causes and giving back to the community.

Q. Do you see this venture with the Wheelchair Foundation as something you will be leading well into the future? If so, why?

A. Yes, community awareness and involvement are important to me and to everyone at IFS. As a business owner, I believe it is extremely important to give back on a daily basis. I want to help many humanitarian causes, such as supporting the Wheelchair Foundation, St. Jude Children's Research Hospital, the Multiple Sclerosis Society, the Elizabeth Glaser Pediatric AIDS Foundation and others. I will help local, national and international humanitarian causes. I am in the process of setting up my own foundation to help make this happen on an even larger scale in the near future.

FTC Alleges Trudeau Violated Court Order by Misrepresenting Bestseller

By Courtney Beth Pugatch
(cpugatch@questex.com)

WASHINGTON — Controversial best-selling author and infomercial spokesman Kevin Trudeau was charged on Sept. 14 by the Federal Trade Commission (FTC) with misrepresenting the contents of his latest book, "The Weight Loss Cure 'They' Don't Want You to Know About." The FTC stated that Trudeau has "deceptively claimed" in three infomercials that the weight-loss plan outlined in his book can "be easily done at home" and ultimately allows readers to "eat whatever they want."

Trudeau is no stranger to the FTC, which has dealt with him several times prior to this latest incident. The FTC alleges that once customers purchase Trudeau's latest book, readers are urged to diet severely and perform daily injections with prescription drugs not approved by the U.S. Food and Drug Administration (FDA). This results in lifelong dietary restrictions and possible harmful side effects.

While the infomercial for the book began airing in December 2006, the book continues to quickly climb up the charts. At press time, the book ranked third on The Wall Street Journal's bestseller list and No. 19 on USA Today's list.

The FTC has charged Trudeau with a violation of a 2004 court order that prohibited him from using infomercials to sell any product or service other than books. It also required him to not misrepresent the content of those books. Trudeau paid $2 million in 2004 to settle the FTC's charges and agreed to comply with a court order banning him from infomercials except those that accurately promote books.

A lawyer for Trudeau could not be reached for comment.

NewsCorner

By Courtney Beth Pugatch
(cpugatch@questex.com)

> September 2007 marked the 10 th anniversary for Thane Direct. Through its 10 years of operation, Thane Direct has launched an impressive roster of hit products highlighted by the company's ability to build direct response products into global iconic brands. The company has also launched True Cover, a self-setting concealer and foundation all in one, on the airwaves. The worldwide campaign has already been launched in Italy, Belgium and Japan, following shortly on live shopping channels worldwide.

Dorothy McKillip
Dorothy McKillip

> WorldLink and the new Big Ten Network have entered into an exclusive advertising sales agreement. Under the terms of the agreement, WorldLink will exclusively represent all short-form direct response advertisings sales for the Big Ten Network, which officially launched at the end of August to cover all of the major Midwestern collegiate conference's athletics.

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