Helping Build The DRTV Industry
In October 1984, Hawthorne took $25,000 in start-up capital to co-found Fairfield Television Enterprises, Inc., a direct response television marketing company. He served as President, producer, and creative visionary for the company, which became a major architect of the modern infomercial format. Hawthorne served as executive producer of the fourth long form TV commercial to air in the modern era—a real estate home study program that dominated the fledgling industry for two years, grossing over $60 million in sales.
In July 1986, Hawthorne founded Hawthorne Communications, an advertising agency focused exclusively on direct response television (DRTV). By virtue of producing early DRTV programs for such established brands as Apple, Inc., Nissan, and Time-Life, he played a significant role in bringing respectability to a medium often derided for bogus products, cheesy demonstrations, and "yell and sell" spokespeople. In response to infomercials' poor public image, Hawthorne joined with eight colleagues in 1991 to found the National Infomercial Marketing Association (NIMA), which defined DRTV advertising guidelines and ethical standards. NIMA became the Electronic Retailing Association in 1997.
In 1995, Hawthorne was named one of ResponseTV's "25 most influential people in DRTV," and in 1996, USA Today and Ernst & Young recognized him as "Entrepreneur of the Year" for the Iowa/Nebraska region. In 1997, Hawthorne re-branded his agency as Hawthorne Direct, which continues to focus on traditional and brand DRTV, as well as internet and mobile direct response.
Read more about this topic: Timothy R. Hawthorne
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