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Direct Response Marketing

Nothing Moves the World Forward Faster Than New Ideas in Action

1 Jun, 2009 By: Thomas Haire Response

"Man is still the most extraordinary computer of all."
— President John F. Kennedy
May 21, 1963

During the process of editing this month's edition of Response, it suddenly hit me that — in the space of 68 pages — we were discussing technologies as old as woodworking and as new as online video. What a breadth of human activity can be found inside that spectrum!

Now, I know we're very fortunate here to work outside the traditionally narrow frame of most trade publications. Covering direct response marketing allows us to touch on literally dozens of different industries, each of them usually hosting their own trade publications.

Still, when considering the topics in this month's issue, Kennedy's quote above immediately jumped to the front of my mind. Because, truly, without the men and women responsible for creating products as wide ranging as woodworking tools, online video software, new drugs to treat illness, and satellite technology — not to mention the marketers that support and utilize these creations — we'd have very little to write about.

Instead, because of the unending creativity of the human brain — something I was lucky enough to hear renowned neuroanatomist Dr. Jill Bolte Taylor emotionally discuss at last month's Response Expo in San Diego — we are able to fill this publication with a series of stories that, I hope, will help you expand your business.

Whether it's a successful DRTV campaign for those woodworking tools (page 22), new regulatory issues for pharmaceutical marketers (page 30), the challenges direct response marketers face in taking products to Europe (page 36), or the thoughts of some of the industry's brightest minds on the hot topic of online video marketing (page 42), there's a little something for everyone in this issue.

The pace of change in the direct response marketing business during my eight years here simply boggles the mind. There's no question that the burgeoning power of online video (and even the fledgling mobile video space) is a story that we will be covering more and more in the coming years. While the technology is still being perfected and marketers are still seeking the best ways to exploit it for their purposes, there's no doubt that every single marketer must be involved in the online video space today or risk losing crucial ground to their competitors.

Still, it is the ideas of people — the ones we interview; those who contribute columns; you, the reader — that consistently push this business forward. You have the ability to be the single greatest piece of technology in the marketing world, each and every day that you bring a new idea to the table in your part of the business.

Thomas Haire, Editor-in-Chief

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