Archive for March, 2010

Citizens United: A New Reality for DRTV

March 31, 2010

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By:  Beth Vendice, President, Mercury Media Boston

Like most of my friends and most people in America, I was surprised when the Supreme Court recently revised limits on corporate and organizational limits to election spending. The Citizens United ruling has been widely demonized as a threat to democracy, as I’m sure you’ve read.  In fact, one survey recently showed that 78% of Americans believe that corporations should be limited in how much they can spend to influence elections in the wake of this ruling.



A Simple Answer to Agency Compensation Questions

March 25, 2010

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By:  Beth Vendice, President, Mercury Media Boston

We like the debate that has arisen lately around agency compensation. The debate comes and goes every now and then but seems to be more of a springtime phenomenon. After all, that’s when a lot of TV budgets are evaluated and allocated.

Mercury Media Adds Team; Opens Philadelphia Office

March 18, 2010

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We are proud to announced the opening of a new Mercury Media office in Philadelphia, PA, and the addition of a team of industry-renowned direct response marketing experts to our executive roster.  Maria Eden, Cary Scottoline, Gina Pomponi and their staff will be joining our organization.

Eden and Scottoline bring over 30 years of direct response media management experience to Mercury Media, including cross-platform expertise in television, newspaper, magazine, radio and inbound telemarketing.  The pair has established a reputation for themselves as a dynamic duo in the direct response industry, co-founding a direct response marketing agency in 1990, where Eden served as President and Scottoline as Executive Vice President.  Both Eden and Scottoline also held positions with National Liberty Marketing (now AEGON), Eden as Media Director and Sottoline as Senior Marketing Manager.  Pomponi brings over 17 years of specialized experience in direct response television, including 19 years working beside Eden and Scottoline at their prior agency.

“The additions of Maria, Cary and Gina to our executive roster and the opening of our Philadelphia branch mark a major step in the expansion of our agency,” said Ronald C. Pruett, Jr., Chief Executive Officer of Mercury Media.  “Their combined expertise across financial services, healthcare and insurance will greatly enhance our capabilities and offerings to these industries and for our existing clients.”

“Mercury Media has an extensive national network of professionals and an ironclad reputation as a leader in this industry,” said Eden. “This partnership provides an ideal opportunity for our team to expand our capabilities nationwide, while introducing Mercury Media into our native Philadelphia market.”

Our Philadelphia branch will service all categories of short form DRTV with specialization in cross-platform direct response marketing and lead generation solutions for the package goods, financial services, healthcare and insurance industries.

Learn more about our agency here.

Join Mercury Media’s Boston Team!

March 15, 2010

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Mercury Media is growing!  We are looking for top candidates to fill our Group Account Director, Account Executive and Account Coordinator positions.  Details are included below.  Please email resumes to Melissa Colabraro:

No phone calls please!

DRTV: In the Strike Zone

March 11, 2010

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By: Ronald C. Pruett, Jr., Chief Executive Officer, Mercury Media

I took special notice of Multichannel Merchant editor Melissa Dowling’s lead editorial last week. If you didn’t catch it, she describes her experience in ordering and then not receiving a household cleaning product from a direct response TV ad. There are two lessons to be learned from this. One: Never underperform for a member of the trade press. Two: direct response is an operational business that covers the complete customer experience from ad to delivery and all points in between.

Hispanic Market Weekly: Direct Response Television Growing Strong

March 3, 2010

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Above: (ProduTV) Mercury en español director Marcelino Miyares discusses the effectiveness of DRTV advertising to the Hispanic market, detailing the extraordinary success of beauty client InStyler (interview in Spanish)

Advertisers’ need for increased return on investment (ROI) for every dollar spent and the quest for solid metrics necessary to warrant larger – or even equivalent – advertising budgets, are shining the spotlight on direct response television (DRTV).

This media vehicle, long popular among advertisers using “800 numbers” to sell products ranging from English-language courses to beauty creams and cleaning products, is now gaining traction from brands seeking to introduce new products to Latinos and drive retail sales, explains Marcelino Miyares Jr., director of Mercury en Español, the Hispanic division of Mercury Media.

Advertisers already using DRTV to connect with non-Latino consumers or selling products in English began to see increased activity from Hispanics tuned to cable channels including mun2 and SíTV, notes Miyares.

“These channels were achieving results that surpassed advertisers’ general market numbers,” says Miyares. “It was a clear sign that the market was there and that it wasn’t being addressed. Many are taking the market seriously and are now seeing rewards.”

Read the complete article on

Marcelino Miyares is director of Mercury en español, the first full service Hispanic direct response specialty practice in the U.S., where he has expanded the agency’s current in-language direct response television offerings to include a full suite of Hispanic, in- language general market, integrated direct response services.  Miyares has developed marketed communications programs for varied clients such as Body-by-Jake, Citibank, MCI, Signature Group, Montgomery Ward, PepsiCo, Ameritech, PharMor, American Stores, Beneficial Finance, Chrysler, Chevrolet, McDonald’s, Toys R Us, Philip Morris.

Contact him at