• Proactiv: The Acne Solution That Became a Billion-Dollar Skincare Empire

    In the world of direct-response marketing, few products have achieved the legendary success of Proactiv. More than just a skincare system, Proactiv became a cultural icon—synonymous with clear skin, teenage confidence, and slick infomercial marketing. But behind the catchy commercials and celebrity faces lies a fascinating story of innovation, strategy, and marketing genius. The Birth of […]

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  • The Power of the Reel: How Short-Form Video is Revolutionizing Grassroots Influencer Marketing

    Short-form video content has taken over the digital landscape — and with it, a new era of grassroots influencer marketing has emerged. Thanks to platforms like Instagram Reels, TikTok, and YouTube Shorts, small creators are now driving big impact. And savvy brands are paying attention. In this post, we explore how reels are reshaping grassroots marketing, why micro-influencers are winning […]

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  • Clap On, Clap Off: The Clapper Awakens

    It was 1984—a year of big hair, synthpop, and even bigger ideas. Somewhere in a dusty suburban garage in Buffalo, New York, an eccentric inventor named Harold Taggart sat beneath a flickering fluorescent light, clapping his hands like a man possessed. Clap! The lamp stayed on. Clap Clap! The lamp turned off. Harold’s eyes widened […]

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  • Pro Tips for Making Short-Form Commercials That Actually Convert

    Short-form commercials—typically 15, 30, or 60 seconds—are the workhorses of modern direct response. They’re quick, efficient, and everywhere: TV, OTT, YouTube pre-roll, TikTok, Reels, even Amazon video ads. But here’s the catch: short doesn’t mean simple. In fact, cutting through the noise in under 60 seconds takes more strategy, not less. After 20+ years in DRTV, here […]

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  • What DRMetrix’s 2025 Projections Mean for the Future of Performance-Based Television

    If you work in DRTV, you already know the rules are always changing. But thanks to the latest DRMetrix 2025 Projections, we now have a fresh, data-backed view of how the industry is evolving—and where the biggest opportunities lie. The report is based on a 23-week study analyzing thousands of creatives across short-form, long-form, brand response, […]

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  • The Legacy of Response Magazine: Chronicling the Golden Era of Direct Response

    Before there were algorithm-driven ad platforms, influencer dashboards, and pixel-based attribution models, there was something else guiding the direct response industry: Response Magazine. For over two decades, Response served as the beating heart of the direct marketing world—especially for those of us in the trenches of DRTV, print, and digital media buying. It wasn’t just a trade publication. […]

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DRTV Industry Articles