2003

Every industry has at least one: the "dirty little secret" that only industry insiders are generally aware of. Planes with too many empty seats suddenly develop mechanical problems, requiring you to take the next flight, which just happens to be booked to capacity.  What's the dirty little secret of the electronic retailing industry?

Ever since I began working in DRTV 19 years ago, my goal has been to bring this powerful marketing channel mainstream - to see every Fortune 500 television advertiser incorporate direct response TV into its marketing mix. I can't say I've succeeded, despite numerous successful corporate DRTV campaigns for companies like Apple, Nissan, Nikon, Braun, AOL Time Warner and the U.S. Navy. In fact, frustration is mounting.

The year was 1937. Amelia Earhart disappeared somewhere in the South Pacific. The Hindenburg exploded in flames at Lakehurst, N.J. Congress passed the Marijuana Tax Act, which outlawed growing or using marijuana by anyone except birdseed suppliers. King Edward VIII abdicated the British throne and married Wallis Warfield Simpson. The rhumba was introduced. And W.G. Barnard invented the first blender and called it the Vita-Mix.

Most of us end up doing what we do for a living by accident. We get out of school - whether high school or college - and take the first job that comes along that doesn't completely set our teeth on edge. After all, we've got rent to pay and maybe kids to feed. You can't be too choosy. A lot of times, we come to like that career "path" and stay with it.