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"Koeppel Direct's media buying expertise has played an integral role in making my company successful. Koeppel generated so much business for our company, occasionally we have to limit their media buys, in order to handle all of the new business." | |
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MEDIA BUYING DIRECT RESPONSE TELEVISION (DRTV) ARTICLE ...... |
Why are celebs doing infomercials?
Published: 01/07 - E-online |
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Why are so many celebs doing infomercials? I thought that was a sign of the end of
a career, not a highlight.
- Genna, Sylmar, California
The B!tch Replies: Why, gratitude, of course. Don't you watch those Proactiv skincare infomercials? That stuff
saved Kelly Clarkson's face. Saved it, y'all! Now, her face is so glowy she'll have to stop writing all those
guitar-shredding country-rock-power-pop songs about guys dumping her. We may never see her weeping in a mud-caked
bridal gown again-not when she has the radiance that only Proactiv can bring: Thanks, Proactiv!
Additionally, I am sure Clarkson's involvement had nothing to do with the $2 million that Industry insiders
estimate stars are making off of infomercials these days. Nope, nothing at all.
Ditto, I'm certain, for fellow Proactiv pumpers Jessica Simpson, Alicia Keys and P. Diddy. In fact, according to
one corporate missive, it was pure appreciation that motivated Lindsay Lohan to do her own Proactiv
infomercial-not the $2 million she reportedly made.
Lindsay "felt so strongly about the product she was compelled to share her story." That was how the Proactiv
spun it in a recent statement.
Right, right.
All sarcasm aside, remember the Answer B!tch mantra: When in doubt, the answer is money.
These days, infomercial makers are paying big stars millions and offering hundreds of thousands more in back-end
percentages, just to pimp their potions or workout gear. And as long as the product isn't a total embarrassment,
stars are starting to say, "Why not?"
"The money is gigantic for these stars," says Darren Prince, head of the Prince Marketing Group, which secures
celebrity endorsements.
It sounds impossible that marketers could rustle up those big paychecks, given that everything on infomercials
seems to sell for $14.99, plus shipping and handling. Then again, sell enough Ginsu knives and ThighMasters for
your clients, and eventually you get rich enough to pay Britney whatever she wants. In the case of Proactiv,
the marketer is named Guthy-Renker, a respected giant that makes a reported $700 million a year.
"Guthy-Renker has created big brands out of infomercials," explains Peter Koeppel, whose company, Koeppel
Direct, helped introduce the world to Hair Club for Men.
"So, now their production quality is really high, they spend $1 million or more shooting these shows and it's
an environment celebrities feel comfortable in."
Comfortable...and so, so grateful.
Click Here to view the entire article
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