Response Magazine: ‚“Long-Form Bounces Back”

Collette Liantonio, President of Concepts TV Productions, was quoted in the July issue of Response Magazine, in the article ‚“Long- Form Bounces Back,” about the return of infomercials after a rocky 2009 due to the recession. Collette spoke about seeing more brand advertisers turning to infomercials since mainstream adverting suffered their own hits during the recession: ‚“Brands are looking at an affordable intelligent return on investment and infomercials can produce an ROI that any brand company would appreciate. Once they discover infomercials, there is no going back.”

The infomercial industry is always evolving, and the recession has offset yet another change in the field. Now marketers who normally produce half-hour shows are turning to companies like Concepts TV for their short-form infomercials, and brand companies are turning away from $20 to $30 million in advertising to the financially feasible and investing in the successes of the infomercial.

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