FOR IMMEDIATE RELEASE

DIRECT RESPONSE PUBLIC RELATIONS AGENCY OPENS DOORS IN TAMPA, FLORIDA WITH AN INDUSTRY-FIRST:

Launches direct response video spot starring hyper-energetic Matthew Lesko

Tampa, Fla.—January 1, 2009—There is some interesting—and viral—poetic justice flying around the Internet these days. Twenty seven years after Matthew Lesko wrote his first New York Times best-seller and went on to infomercial fame and fortune, he confesses the original secret behind his success in an infomercial-style viral video. A twenty-year-old “kid” put Lesko in the national limelight and later partnered with him to sell hundreds of thousands of books via direct response public relations campaigns. Since then this “kid” has written six books himself, including Public Relations for Dummies, sold his 21-year-old, 11th-ranked New York City agency, Jericho Communications, and has become a regular on the talk-show circuit. He’s also launched his own successful direct brands, most recently Tappening, a movement against harmful environmental waste produced by bottled water, which was declared the hottest eco-product of 2008 by Good Morning America. Now the “kid” is all grown up and has returned to his roots to launch a distinctive public relations agency catering to direct response clients who want a different brand of PR. Public relations guru Eric Yaverbaum has launched Ericho Direct with longtime business associate, magazine columnist and direct response veteran, Raul Vazquez.

Yaverbaum and Vazquez met almost two decades ago, collaborating on the launch of the Juiceman in the late eighties where they originally coined “DRPR” (Direct Response Public Relations). Now they’ve come together again to create a unique agency based on those original DRPR principles. Mimicking direct response advertising in every way, shape and ROI-form, this partnership capitalizes on their integrated direct response expertise and unique practices. With their collective 50 years of direct response experience, their roster is a virtual who’s who from the infomercial history books. In addition to the Juiceman and jumpstarting Matthew Lesko’s success, they’ve also worked on such products as the George Foreman Grill, Jack Lalanne, Sonicare, Aloette® Cosmetics, Home Shopping Direct, Focus Inc, Best in Beauty, Tae Bo and the Ab Roller ® to name a few.

“The goal of DRPR is to create public relations programs that cross the bridge to monetization and do so in a way that can be clearly measured through the cash register,” says Yaverbaum. “Ericho Direct was created for businesses who want a PR firm that understands the direct response business model.” Vazquez adds, “Every good marketer knows that public relations can be a revenue-driving force in any industry, but especially for businesses that target consumers. Launching Ericho Direct was a no-brainer, especially for direct-focused clients.”

Ericho Direct operates in-house with Vazquez’s Tampa-based advertising agency and handles a wide array of brands from automotive to credit to beauty. Not only does the duo collaborate on all existing brands owned by Vazquez and his longtime business partner Rob Anderson, but Ericho Direct is attracting external clients as well. Ericho Direct was recently named the agency of record for Mexico Alive®, a company dedicated to educating consumers about the vast real estate opportunities available in Mexico.

For more information about Ericho Direct and its DRPR principles, contact DRPR@erichodirect.com or visit www.ErichoDirect.com. Also, Lesko’s unconventional direct response endorsement can be seen at: http://www.erichopr.com/releases/edirect.htm.

About Ericho Direct
Ericho Direct is a full-service public relations agency serving clients in a wide range of industries using its distinctive DRPR approach. Founded by Eric Yaverbaum and Raul Vazquez, Ericho Direct blends the precision, power and control of advertising with the credibility found in traditional public relations strategies; the result is a hybrid form of marketing that maintains an unparalleled ability to reach and motivate our clients' target audiences. Ericho Direct is based in Tampa, Fla., with sister-offices in New York City and White Plains, New York. For more information visit: www.ErichoDirect.com.

Ericho Direct
www.ErichoDirect.com
Phone: 813-574-8379
E-mail: DRPR@erichodirect.com