While those who’ve read us — or attended our past events — know, we’ve been focused on providing the best news, research, and education in this widening world for a number of years now. We’ve long grown out of our early days serving just the direct response television world — though it remains a key part of our base, given its history and current relevance as one of the original performance-based video marketing outlets. One need only look at a history of recent cover stories — and the wide range of marketing efforts covered, both online and off — to understand the kind of marketing we’ve been featuring in these pages for some time now.
As I noted last month, though we’ve believed our direction has been clear to many readers for some time, we think that the refresh in look and feel that begins with this month’s issue — let alone a more distinct shift in focus that will occur during the next year — is the only way to signify just how serious we are about taking our long-term readers and supporters into this new era. And it’s the only way to draw the kinds of new readers and supporters that our history proves we can serve so well.
We’re proud to begin this journey by featuring the winner of our ninth annual DRMA Marketer of the Year competition on our cover — Boll & Branch, which edged Monster Worldwide and Highmark Health in a vote among DRMA members and other industry leaders last month. But this trio of cutting-edge leaders shouldn’t be new to our readers.
That’s right: each of these three companies has been featured in a cover story in Response during the past year. Not only do they represent leadership in the performance-based marketing world, but they also represent Response’s constant effort to lead its ever-evolving readership into this new world — where the convergence of media, technology, and commerce are driving success.
So, as Response starts its 26th year of publication, we welcome you to what we believe will be a great next step in its long history of serving marketers — both those of you who have been with us for so long and those of you who are joining us in the evolution of this business.
As always, we crave your feedback about these changes. Do not hesitate to drop me a line at [email protected].
— Thomas Haire, Editor-in-Chief