Burlington's Frank Cannella Named to Inaugural Class of Direct Response Hall of Fame
BURLINGTON, Wis., Feb 22, 2013 /PRNewswire/ -- Burlington's Frank Cannella , founder of Cannella Response Television and widely known as "The Father of the Infomercial Industry," has been named to the inaugural class of the Direct Response Hall of Fame. The Hall was created by Response magazine to honor individuals who have helped turn direct response marketing into a $300 billion annual business. Cannella and eight other members of the inaugural class will be inducted April 4 at the annual Response Expo event in San Diego.
"This is a wonderful honor and I am truly grateful to Response for including me among this elite group of industry pioneers," Cannella said. "More importantly, I applaud Response for acknowledging the industry's roots and providing a forum for the industry to celebrate its accomplishments and incredible growth over the past 30 years."
Thomas Haire , editor-in-chief of Response, said, "The DR Hall of Fame is an idea that's been a few years in the making. With our Direct Response Marketing Alliance (DRMA) already honoring a Marketer of the Year and a Member of the Year annually, the DR Hall of Fame was the next logical step for our team."
Frank Cannella pioneered the long-form DRTV industry in 1982 when he capitalized on a marketing opportunity that helped launch the multibillion-dollar industry. Later, in 1984, Cannella presented an interpretation of the FCC's deregulation report to rep firms, propelling the rapid growth and acceptance of the long-form advertisement. Today, his company, Burlington-based Cannella Response Television, is celebrating its 28th anniversary, specializing in direct response television long-form media placement on national cable networks, local broadcast stations and on several Cannella-controlled, dedicated, linear channels.
Joining Cannella in the Direct Response Hall of Fame inaugural class are Jim Caldwell (infomercial host/producer), Bill Guthy and Greg Renker (founders of Guthy-Renker), Kevin Joseph Lyons (direct response media sales and marketing), Joe Pedott (advertising agency executive and product marketer), Ron Popeil (inventor and legendary pitchman), Sy Sperling (founder, Hair Club for Men) and Sydney Yallen (founder, Intermedia Group of Companies).
About Cannella Response Television
Cannella Response Television (www.drtv.com) is the most authoritative and innovative long-form direct response media agency in the country. Credited with launching the first infomercial in 1982, Frank Cannella founded CRTV in 1985 as a media consulting firm to service marketers who were exploring the opportunities of long-form advertisements. Cannella Response Television works on behalf of its clients and marketing partners to plan, manage, implement and measure infomercial media campaigns to deliver a proven return on investment. The company manages the country's largest aggregated media block of infomercial inventory. The company was purchased in 2009 by private equity firms ZM Capital and Palladium Equity Partners. Cannella Response Television is headquartered in Burlington, Wisconsin and has offices in Los Angeles and Milwaukee.
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