Description: An ionic air purifier
Main Pitch: "The revolutionary new air purifier and ionizer ... that will have you breathing easier in no time"
Main Offer: $14.95 for one
Bonus: 2nd one (just pay S&H)
Prediction: Unlikely to succeed
In my soon-to-be-published Response column for February, I wrote about my belief that line and brand extensions will be a necessary survival tool for DRTV companies going forward. I specifically mentioned several top companies, but forgot to mention Emson -- the company that has done the most brand extending in recent years. The ubiquitous Bell + Howell brand is a prime example.