Timothy R. Hawthorne

Who is Timothy R. Hawthorne?

Timothy R. Hawthorne, is a recognized leader in direct response marketing, specializing in direct response television, also known as DRTV. This advertising format provides in-depth product or service information via longer TV format lengths--"long form" or "infomercials" and "short form"--then prompts viewers to take immediate action to either purchase or learn more about the product or service by visiting specific websites or calling a toll-free telephone number.

In 1986, Hawthorne founded the nation's first advertising agency dedicated to producing infomercials. In 1997, NTC Business Books published his textbook on the subject--The Complete Guide To Infomercial Marketing—which many marketers consider "the industry Bible." In it, Hawthorne outlines the history of long form advertising, describes how to create and produce half-hour commercials, and explains the theory behind "the power of the half-hour."

In 1990, marketing experts Stan Rapp and Tom Collins acknowledged Hawthorne as "the king of the infomercial." In 2006, the Electronic Retailing Association awarded Hawthorne its Lifetime Achievement Award to honor him for being "a major architect and pioneer in the DRTV industry, with an unsurpassed reputation for leadership, vision, and integrity."