Why has the infomercial business become a sexy industry over the past few years?
The proliferation of cable channels has provided the direct-response industry with a significant reach direct to the consumer. The performance of direct-response marketing is measurable, accountable and often self-funding, which in a recession is key to CFOs and CEOs. This has led to an increased number of household brand names — Eastman Kodak Co., Oreck Corp. — and others to closely examine and embrace direct-response marketing techniques. Certainly the talents of pitchmen have become better known as well leading to the greater popularity of programs like “Shark Tank” and icons like Billy Mays and a wider acceptance by consumers of quality products sold through direct response channels.
