Electronic Retailer - April 2011 - 37

Electronic Retailer spoke one-on-one with Yallen to discuss growing this $500-million agency, adapting to a changing media landscape and succeeding in today’s retail environment.

Breaking New Ground
Founded in 1974, Inter/Media is the brainchild of Yallen’s father, Sydney, a trailblazer who challenged the traditional ad-agency model early on. “My dad was an innovator in the media business during the ’60s,” explains Yallen. “Realizing that many companies at that time – and even now – did not need a full-service agency, he was one of the pioneers that developed the concept of bifurcating creative and media functions into two separate types of entities.” Thus, he launched and became CEO of Inter/Media Time Buying, a media buying service that specialized in the implementation and execution of media plans. The company carved a niche in the traditional advertising space and conceived campaigns for large accounts like American Airlines and PhoneMate, which was the first consumer answering machine. In 1981, after earning his business degree at California State University, Northridge, Yallen joined the family business while attending Southwestern University School of Law. During that time, he literally started at the bottom. “I did everything from sweeping the floors to reconciling affidavits,” he recalls. In 1984, Yallen received his Juris Doctorate degree and was admitted to the federal and California state bars in 1985. After a brief stint at a law firm, Yallen decided to join Inter/Media fulltime and concentrate on bringing in new business. “I was targeting the smaller accounts that were more response-oriented like lawyers, singing telegram companies and vocational schools,” he explains. With these small accounts, Yallen introduced a direct response component to the marketing mix. Basically, he believed traditional advertising fell short when it came to getting the sale. What’s more, by integrating direct response, advertisers would not only strengthen the brand messaging, but also generate sales. The idea proved

successful and would eventually transform the company’s business model. In the mid-1990s, Inter/Media achieved one of its first DRTV hits with BreathAsure, a breath freshening product. Yallen says the media market looked quite different back then. “Media rates were more in line with the reality of what they were worth,” he says, “and it was much easier to clear time.” Less direct response players competed for

consumer dollars. The campaign ran on television, radio and print and earned positive ROI. In addition to the positive ROI in the direct channels, “we forced retail distribution and then switched to a retail model once we were fully entrenched in more than 40,000 retailers.” The BreathAsure account also opened new doors for the company when it signed actor George Kennedy as the product’s

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Electronic Retailer - April 2011

Table of Contents for the Digital Edition of Electronic Retailer - April 2011

Electronic Retailer - April 2011
Contents
Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
ERA Government Affairs Fly-In Preview
The Electronic HomeShopping Preview
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Lockard & Wechsler’s Clearance & Price Index
Ask the Expert
Cover Story: Staying Ahead of the Curve
Guest Viewpoint
Why is it Tougher to Make DRTV Pay?
Legal
Advertising
Payment Processing
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - April 2011 - Electronic Retailer - April 2011
Electronic Retailer - April 2011 - Cover2
Electronic Retailer - April 2011 - 3
Electronic Retailer - April 2011 - Contents
Electronic Retailer - April 2011 - 5
Electronic Retailer - April 2011 - 6
Electronic Retailer - April 2011 - Calendar of Events
Electronic Retailer - April 2011 - Your Association, Your Bottom Line
Electronic Retailer - April 2011 - 9
Electronic Retailer - April 2011 - Industry Reports
Electronic Retailer - April 2011 - 11
Electronic Retailer - April 2011 - 12
Electronic Retailer - April 2011 - 13
Electronic Retailer - April 2011 - 14
Electronic Retailer - April 2011 - 15
Electronic Retailer - April 2011 - FTC Forum
Electronic Retailer - April 2011 - 17
Electronic Retailer - April 2011 - ERA Government Affairs Fly-In Preview
Electronic Retailer - April 2011 - 19
Electronic Retailer - April 2011 - The Electronic HomeShopping Preview
Electronic Retailer - April 2011 - 21
Electronic Retailer - April 2011 - eMarketer Research
Electronic Retailer - April 2011 - 23
Electronic Retailer - April 2011 - IMS Retail Rankings
Electronic Retailer - April 2011 - 25
Electronic Retailer - April 2011 - 26
Electronic Retailer - April 2011 - 27
Electronic Retailer - April 2011 - Jordan Whitney’s Top Categories
Electronic Retailer - April 2011 - 29
Electronic Retailer - April 2011 - Lockard & Wechsler’s Clearance & Price Index
Electronic Retailer - April 2011 - 31
Electronic Retailer - April 2011 - Ask the Expert
Electronic Retailer - April 2011 - 33
Electronic Retailer - April 2011 - Cover Story: Staying Ahead of the Curve
Electronic Retailer - April 2011 - 35
Electronic Retailer - April 2011 - 36
Electronic Retailer - April 2011 - 37
Electronic Retailer - April 2011 - 38
Electronic Retailer - April 2011 - 39
Electronic Retailer - April 2011 - 40
Electronic Retailer - April 2011 - 41
Electronic Retailer - April 2011 - Guest Viewpoint
Electronic Retailer - April 2011 - 43
Electronic Retailer - April 2011 - Why is it Tougher to Make DRTV Pay?
Electronic Retailer - April 2011 - 45
Electronic Retailer - April 2011 - 46
Electronic Retailer - April 2011 - 47
Electronic Retailer - April 2011 - 48
Electronic Retailer - April 2011 - 49
Electronic Retailer - April 2011 - Legal
Electronic Retailer - April 2011 - 51
Electronic Retailer - April 2011 - Advertising
Electronic Retailer - April 2011 - 53
Electronic Retailer - April 2011 - Payment Processing
Electronic Retailer - April 2011 - 55
Electronic Retailer - April 2011 - 56
Electronic Retailer - April 2011 - Advertiser Spotlight
Electronic Retailer - April 2011 - 58
Electronic Retailer - April 2011 - Advertiser Index
Electronic Retailer - April 2011 - Classifieds
Electronic Retailer - April 2011 - 61
Electronic Retailer - April 2011 - Rick Petry
Electronic Retailer - April 2011 - Cover3
Electronic Retailer - April 2011 - Cover4
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