April 06, 2020

Industry News: Arwen for Hire

Arwen Saxon, the voice of countless DRTV hits over the years, is now offering her services for hire.

Formerly of Sullivan Productions, Arwen is a highly talented voice-over artist, producer and writer. A few of the well-known hits she helped create include: DermaSuction, Swivel Sweeper, H2O X5 Steam Mop and Hurricane 360 Spin Mop.

Arwen was already a well-established pro when I first showed up on her set as a wet-behind-the-ears DRTV novice. In fact, she has more than 30 years in the business and her company, NuVizions Media, will celebrate its 20th anniversary April 20. The company's services include "broadcast quality voice overs for DRTV, commercials, industrial and educational videos."

If you are looking to work with one of the industry's top talents, I strongly recommend you visit the NuVisions website and give Arwen a call.

March 20, 2020

How is the Coronavirus Impacting DR?

Have you been wondering about the impact of the coronavirus on our industry? Me, too. Now, DRMetrix is helping to provide an answer.

Yesterday, the research firm launched a new interactive tool that monitors daily airings (ad units) for different types of direct-to-consumer advertising across the 130 national networks its AdSphere system monitors.

"TV viewing should be on the rise due to the coronavirus pandemic leaving millions of Americans housebound," DRMetrix CEO Joseph Gray wrote in his blog post announcing the new tool. But several questions remain, he added. For instance, "will greater television viewership levels help to sustain the industry or will there be a pull back?" And if traditional brand advertisers pull back, "will we see more direct-to-consumer advertising filling the gap and, if so, what types?"

The interactive chart is meant to provide those answers. It shows ad units by day beginning March 1 and will be updated daily. However, it "may take a week or two before the chart begins to paint a picture of what’s [actually] happening," Gray said.

You can access the DRMetrix tool here or by clicking the image above.

March 02, 2020

New & True: TacShaver

Description: An electric shaver
Pitch: "Works wet or dry for a great shave in even the harshest conditions"
Offer: $29.99 for one with free shipping
Bonus: None
Brand: Bell+Howell
Starring: Nick Bolton
Marketer: Emson/Paragon
Producer: Paddock
DRMetrix Rank: No. 14*
Visit Website

Written by yours truly. This is the 11th "TAC" product we have rolled out. Also on the DRMetrix Top 40 this week: TacVisor (#21).

* Based on weekly monitoring by AdSphere.™ To learn more or to try it for free, click here.

February 03, 2020

New & True: 2020 Battle for the White House

Description: A chess set
Pitch: "Memorialize this historic election"
Offer: $39.99 for the set
Bonus: 2nd set (just pay a separate fee)
Marketer: Telebrands
Rank: No. 22*
Visit Website

DRTV companies have a long history of cashing in on election fever. See, for example, my special report from 2008, Telebrands' Trump Thumb Flag from 2016 or Trumpy Bear, which is topping the charts again this week.

* DRMetrix Weekly Top 40, Short Form Week 5 (Source: AdSphere)

New & True: No Stitch

Description: An adhesive powder
Pitch: "The easiest way to hem, mend and fix your clothes ever"
Offer: $19.99 for the heat wand & bottle of powder
Bonus: Double the powder (free), free shipping
Marketer: Emson
Rank: No. 20*
Visit Website

Telebrands originally tested this project in January of 2019. A year later, it has switched marketers and is now in rollout.

The project is reminiscent of the Old Gold item Mighty Mendit (from Media Enterprises, now Top Dog), which starred the late, great Billy Mays and peaked at No. 37 on the 2010 JW Annual.

Since then, several attempts to bring it back have failed. They include: Tristar's attempt with the original product, Liqui Sew (2014), Emson/Paragon's tactical version, TacMender (July 2018), and Allstar's Secure Stitch (November 2018).

* DRMetrix Weekly Top 40, Short Form Week 5 (Source: AdSphere)