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SPACER
DRTV's Angels
By Judianne Triglia
We asked some of DRTV's most active and outgoing female leaders, how they've made their way to the top in a
male-dominated industry. We sent a questionnaire to more than 20 of the most successful women acting as owners,
presidents and CEOs specializing in direct response television. From their responses, we selected nine among them
to represent our DRTV's Angels.
These nine strong and successful women are making a path to the future for DRTV, and for women in business,
through their current endeavors. Hot off the market, each one was given the opportunity to let us know what they're
doing to make this industry a better place for themselves and the women who will follow in their footsteps.
There are a number of other professional women in this industry that have given their very best to make it what
it is today, however, these are the nine that we believe reflect the vibrance and life of the industry at this
point. Their contributions, above and beyond their executive titles, are making an impact on the business and will
continue to serve as a model for all DRTV executives to come.
DRTV's Angels
Joan Renfrow
Joan Renfrow
After seven years on the air, the Popeil Pasta Maker infomercial still makes Joan Renfrow smile. As president and
executive producer for Onyx Productions, Renfrow says that it was the first infomercial she worked on in her career.
Still going strong after many years, both the show and the woman have come out on top.
Renfrow's 12 years of experience extend beyond DRTV into more traditional advertising. Founding Onyx, Renfrow
sees herself as a pioneer in DRTV, as well as a mentor to young women in the industry. She was recently recognized
in The American Advertising Federation's Silver Medal Program for her contributions to the advertising community,
specifically helping young women enter the field.
Making her way along the crowded path toward a convergent marketplace, Renfrow is leading Onyx into online and
interactive production projects, including an interactive infomercial and a market-specific Internet portal-a long
way from pasta makers.
Renfrow says Onyx specializes in producing short- and long-form infomercials that motivate people to buy products.
Whether it's on TV or online, she makes a point to stay involved with the creative process.
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