Atomic Direct Releases Hardware Industry Whitepaper -- Tools Need TV

Atomic Direct, a leading brand DRTV agency, today released a whitepaper entitled, "Tools Need TV" for the hardware and tools industry.

Portland, OR (PRWEB) January 22, 2008 -- Atomic Direct, a leading brand DRTV agency, today released a whitepaper entitled, "Tools Need TV" for the hardware and tools industry.

The whitepaper is the result of Atomic's extensive experience in the hardware and tool business. That experience shows that direct response television (DRTV) is often the critical communication element for new tools, and those that have been improved in some important way. The whitepaper explains why traditional TV has never fit well with the hardware business and points to DRTV as the most productive television vehicle for tools. Examples cited include the Drill Doctor drill bit sharpener, the longest continuous running tool infomercial in history. First introduced in November 2001, this infomercial is so successful that over half of all Drill Doctor sales are influenced by the infomercial.

"Most hardware products struggle with low margins -- especially given the pressure from big box stores," explained Atomic Direct President Doug Garnett, "Complicating the situation, most hardware products appeal to a niche, which traditional TV can only reach at a tremendous premium. The result? Hardware companies need another option for TV -- because traditional TV doesn't offer the immediate ROI required by hardware's narrow margins."

To obtain a copy of the Whitepaper, visit http://www.atomicdirect.com/articles

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