Industry Overview

 

ERA is a MEMBER-DRIVEN non-profit organization that has grown steadily since its inception in August 1990, now representing more than 450 electronic retailers and direct response companies worldwide.
 

What are ERA's Core Disciplines?
 

ERA has a Truly Multi-Platform Approach

Our core members are global e-retailers and direct response marketers who sell products on television, online and on radio. Our vast array of companies consists of major retailers who sell product remotely on TV, online and on radio, national and international media, broadcast, satellite, cable, support services, online suppliers and emerging technology companies.
 
ERA Members by region       ERA Members by segment
 
 
*Sales attributed to the 2005 Direct Marketing Statistical Fact Book.

 

 
 

Background on the Industry

The infomercial was born in 1984 when President Reagan signed the Cable Communications Policy Act deregulating television. As a result of this ruling, cable networks began to sell large portions of unsold inventory (airtime) to the highest bidder. This ultimately benefited both sides: struggling cable networks could cash in on unsold airtime; and marketers lacking the deep pockets for prime time ad placement could lock significant air time below market rates.