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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. […]
DRTV Industry Articles
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Buy Now, Pay Later: How Affirm, Klarna & PayPal Are Revolutionizing Direct Response Marketing
In the golden era of infomercials, one phrase consistently sealed the deal: “Three easy payments…
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Scan to Convert: How QR Codes Reshaped TV and Direct Mail in a Post-COVID World
There was a time—not long ago—when QR codes were a punchline. A clunky tech fad…
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From Midnight Madness to Multichannel Metrics: The Evolution of DRTV Advertising and Media Buying
The Birth of DRTV: When the Pitch Hit the Screen Direct Response Television took off…
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From Infomercials to Influencers: How the Pitch Evolved, but the Psychology Stayed the Same
The Modern Influencer: A New Face for an Old Strategy Today’s marketing landscape is flooded…
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Beyond the Vanity: Why Impressions Don’t Matter in Direct Response Marketing
I. The Trap of Vanity Metrics Let’s get something straight: impressions don’t equal impact. For…
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AI and the Future of Infomercials: A New Era of Persuasion
Infomercials have come a long way since the days of Ron Popeil’s pocket fisherman and…
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Iconic Infomercial Products: 25 of the Most Memorable TV Pitchman Hits
When I think back to the golden age of infomercials, it’s impossible not to be…
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The Lean Leg Machine: A 1998 Direct Response Success Story
Back in 1998, I had the opportunity to work on a direct response infomercial that…
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Why Building an In-House Production Studio Is a Game-Changer for Your Business
As someone who’s been in the trenches of content creation for years, I’ve seen firsthand…
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A Simple Guide to Direct Response TV and the Top Agencies You Should Know
Direct Response TV (DRTV) might not be as flashy as the latest social media trends,…
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Direct Response Marketing for Seniors in 2025: A Comprehensive Guide
By 2027, over 19% of the U.S. population will be 65 or older – that’s…
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The Rise of Cable Television and Its Impact on Infomercials
I had the privilege of witnessing the transformation of the direct response advertising industry during…
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🎬 The Top 5 Infomercial Videos of All Time [Videos]
1️⃣ Billy Mays – OxiClean Billy Mays was the king of infomercials, and OxiClean was arguably his most…
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The Best DRTV Agencies to Create Modern Infomercials in 2025
Introduction The landscape of direct response television (DRTV) has dramatically evolved from the late-night infomercials…
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What is an Infomercial? The Complete Guide to Understanding Direct Response Television
Introduction In the world of television advertising, few formats are as distinctive and memorable as…
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Remembering George Foreman: Boxing Legend and Infomercial Icon Passes at 76
A Champion in the Ring and on the Screen George Foreman, the two-time heavyweight champion…
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Another Sign That Streaming is Taking Over
Subscription-based television services offered in the United States, which typically include cable, satellite are facing…
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How to Find the Right Production Talent for Your Next Project
Finding trusted quality talent is more important than ever. The right people can make or…
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How Ronald Reagan Birthed the Infomercial Era
When Ronald Reagan took office in 1981, his administration made the policy changes for commercial…
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Long Form vs. Short Form: Choosing the Right Format
When it comes to direct response television (DRTV) advertising, one of the most critical decisions…
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David Ogilvy and His Influence on Direct Response Marketing
David Ogilvy, famously known as the “Father of Advertising,” transformed the industry by blending creativity…
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The Top Eight Direct Response TV Production Companies: Crafting Campaigns That Convert
In the fast-paced world of advertising, direct response television (DRTV) remains a powerhouse for businesses…
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Jack Kirby: The Advertising Visionary Who Revolutionized Direct Response Marketing
In the world of advertising, few names shine as brightly as Jack Kirby’s. Known as…
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Counting the Costs: How Much Does an Infomercial Really Cost?
An infomercial is a form of long-form advertising that is designed to promote a product…
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Comparing Broadcast Television Media Buying and Streaming Media Buying: Pros and Cons
In the past decade, the way we consume media has drastically changed. With the rise…
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The Future of Infomercials: How Direct Response Television is Evolving in 2023
Direct response television (DRTV) has been a popular form of advertising for decades, with infomercials…
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The Top 10 Most Successful Infomercials of All Time
There have been countless infomercials produced over the years, but here are ten that are…
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The History of Infomercials: A Timeline of Long-Form Advertising
For many of us, the word “infomercial” might bring to mind images of late-night TV…
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Pitch Perfect: Who is the Best Infomercial Pitchman of All Time?
When it comes to infomercials, there have been many pitchmen over the years who have…
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The Top Three Infomercial Beginner Mistakes to Avoid
Making a profit through Direct Response advertising means paying close attention to the pennies and knowing which…
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