IRVINE, Calif. — After serving the direct response and performance marketing community for more than 26 years, Response Magazine and its affiliated products and the Direct Response Marketing Alliance (DRMA) — will cease operations as of today, July 13, it was announced by the publication’s parent company, Questex LLC.
Response, headed by Publisher John Yarrington and Editor-in-Chief Thomas Haire for much of the past two decades, will publish and deliver the July magazine as its final issue. The publication’s website — as well as the DRMA website — will remain functional with current content available through October. DRMA members were notified of the cessation of operations in a separate message earlier this morning.
Since it began publishing in 1992, Response has led its readers (and its DRMA members and Expo attendees) along the arc of growth experienced by the direct-to-consumer marketing world. From its beginnings covering the booming infomercial industry of the 1990s through its coverage of today’s converging performance marketing world around the tenets of media, technology, and commerce, Response has provided high-quality news coverage, in-depth feature reporting, timely research, and powerful opinions from the leaders of the marketing community.
In 2006, Yarrington and Haire started the DRMA and re-launched Response Expo, which was rebranded MTC Expo for its April 2018 event. During the 12 years since, more than 750 companies participated in industry networking activities as DRMA members, while the Expo hosted more than 25,000 combined attendees during its run.
The Response team would like to express its most sincere gratitude to its readers, advertisers, members, attendees, sponsors, and exhibitors for their support of our work to educate, network, and inspire this wide-ranging industry during the past 2.5 decades. The relationships we have built with each of you have been a powerful factor in our long-term success — and in many cases have transcended the business we’ve done together.
It’s been our honor and privilege to serve you, but Response’s time has run its course. John, Tom, and the entire Response team look forward to taking on new challenges and to crossing paths with you in the future.
The Response Magazine Team
Lorrie de Bellis