Why should U.S. direct response marketing companies stay informed about what happens in the international marketplace?
Today, there is only one market–the global one. We all impact each other. ERA: What trends in the European DRTV market do you think will translate to the U.S.? Satellite television is already doing well, and interactive “point and buy” television will increase in both territories. Mobile marketing is going to become bigger in the U.S.; in Japan and Korea it is already massive. ERA: Some ERA members may think that at 60 members, ERA Europe is not large enough to affect industry change in a meaningful way. How do you respond to that? It is true that we are always trying to encourage greater membership, but for the health of the organization, and the industry, it’s certainly much more important for us to have honest marketers than a lot of them. ERA: ERA’s Counterfeiting Fact-Finding Program was launched at the annual convention in September. How big a problem is counterfeiting to direct response retailers in Europe? This is one of the biggest problems across the industry today, and in Eu
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