Electronic Retailer Magazine

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DRTV Facetime

by Electronic Retailer Magazine on Oct 13, 2015 12:00:00 AM DRTV

As a student at the University of Southern California, Dena Levy dreamed of making movies. After graduation and a shoulder injury that cut a promising tennis career short, she landed a job with American Telecast, where groundbreaking infomercial marketers Steve Scott and Ed Shipley were using long-forms to launch hit products such as the Richard Simmons Deal-A-Meal program and Victoria Jackson cosmetics.

Joining the company as Scott’s assistant, Levy quickly got an education in every aspect of direct response on a shoot promoting Professor Claude Olney’s “Where There’s a Will, There’s an A” learning program.

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Entrepreneur Creates a Blueprint for DRTV Success

by Electronic Retailer Magazine on May 14, 2015 2:30:00 AM DRTV, ERA 25th Anniversary

In 2010, Electronic Retailer magazine featured a series of interviews with industry veterans and asked them to reflect on their long career in direct response marketing. Richard Stacey, president and CEO of Northern Response (Int'l) Ltd., was among those featured. He discussed his early beginnings in DRTV and shared what he learned along the way.
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Veteran Producer Proves Direct Response Can be a Jungle

by Electronic Retailer Magazine on May 7, 2015 3:00:00 AM DRTV

Sometimes a learning experience in direct response marketing boils down simply to discovering one more name to put on the list of "people I never want to work with again." Producers are understandably reluctant to name names, but they can curl your hair with stories of difficult celebrities on infomercial shoots.

In the October 2010 issue of Electronic Retailer magazine, Ava Seavey of Avalanche Creative Services Inc. recalled a few of her most challenging shoots.
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The statements, opinions, and advertisements expressed on the ERA Blog and other online entities owned by the Electronic Retailing Association are those of individual authors and companies and do not necessarily reflect the views of the Electronic Retailing Association.