Editor's Note: A Year Ends and an Evolution Continues

Editor's Note
Thomas Haire

How is 2017 already about to be in our collective rearview mirror? It seems just a few weeks ago, I was inviting you to “join us to explore the consumer journey” in our January issue. 

That four-part series (January-April) kicked off what’s been a year of great transition for the performance-based marketing industry — and for the Response team and brand. Following another successful Response Expo in late April — which centered on that same consumer journey theme — we looked hard at where this business is truly headed.

If it wasn’t clear from our choices of cover features — in 2017 alone, we’ve presented exposés on the marketing efforts of Prudential, Tumi, MetLife, and Timberland among others — in recent months, you’ve gotten used to reading about the convergence of media, technology, and commerce in this space. 

You’ve watched us refresh the look, feel, and content of Response Magazine. You’ve seen us rebrand Response Expo as MTC Expo to take on that convergence directly. And you’ve seen us rework and relaunch our three websites: responsemagazine.com, mtcshow.com, and drma.com. 

Yes, the world of marketing is ever-changing — and Response is moving along with it by expanding our scope and shifting our focus. For instance, for more than a dozen years, you’ve gotten used to our monthly looks at different vertical markets — financial services, housewares, pharmaceuticals, and travel, to name just a few — in our lead feature stories.

While we’ll still produce features on some of the burgeoning vertical spaces going forward — see this month’s story on the consumer electronics space (page 30) — beginning with next month’s issue, we will rotate our top feature story monthly among the media, technology, and commerce sectors. That’s right: four quarterly features on what’s happening and what you need to know — now — in each of those three sectors await you during the next year.

That concept also ties into MTC Expo, where our 15 educational sessions — currently being planned and staffed with leading marketers and retailers as the speakers — will also feature multi-session tracks on topics in media, technology, and commerce.

In case you thought we were just huffing and puffing in recent months about the changes facing performance-based marketers and those that serve their needs, our continuing efforts to bring you the best information as business evolves should put any of those doubts to rest. Yes, the business is shifting, the players are changing, and the leaders are evolving. We look forward to you joining us and looking to Response as your top source through this evolution. 

Happy Holidays! And all the best in 2018. 

— Thomas Haire

Twitter: @THrants