You know….when I started in this business (1992) an infomercial was a half hour program that combined information and a sales message for a product. Back in the day, no one called a direct response commercial an “infomercial.” Nowadays, the term is thrown around willy nilly for just about any advertising that makes a direct pitch to the consumer. Having explained this business to thousands of marketers, product developers and inventors, it’s clear that everyone is looking for the cheapest, fastest and best way to launch a new product and bring it to market.
The classic infomercial, a half hour program that informs, entertains and sells is still the best format to achieve faster, cheaper, better. Especially if you are reaching out to baby boomer and older audiences. Yes, it’s true that my son’s generation (he’s 22) uses the Internet and mobile devices for information. But us old folks who have been brought up with Ozzie and Harriett, The Fonz, or even Seinfeld still love to watch TV for entertainment, information, and shopping from home.
There’s much power in the half hour and we can produce shows for as little as $30,000.00. Airtime for half hours can be as lttle as $10.00, so the idea that half hour infomercials cost more then short form direct response commercials is not correct. There are usually several long form infomercials airing with great success in a talk show format. Why? Because viewers stop to listen to information that interests them.
Check back to blog frequently and I’ll give you many more insights into how to make the most with little or low budgets.
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