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COMING SOON, TO A RADIO STATION NEAR YOU -- 'FUTURENOW'; NATIONAL RADIO 'INFOMERCIAL' SERIES SET TO DEBUT

 PLEASANT HILL, Calif., Nov. 18 /PRNewswire/ -- Knapp Enterprises, a Northern California marketing communications agency, is set to unveil one of the first direct response radio magazines. Named "FutureNow," it will allow consumers to purchase new and innovative products through entertaining and informative one-hour sponsored radio programs.
 The programming debuts this fall on more than 20 radio stations in major and suburban markets across the country.
 FutureNow is the creation of Myles Knapp, president of Knapp Enterprises, a former ad agency executive with J. Walter Thompson and Grey Advertising, whose clients have included Bank of America, Chevron, and Hewlett-Packard.
 FutureNow extends the boundaries of direct sales and mass marketing. According to Knapp, there are three main reasons why today's marketing tactics often result in a product's failure at the retail level: 1) Complex products cannot always be sold in 30- to 60-second broadcast ads. 2) More than 90 percent of all direct mail is tossed. 3) Most print advertising is one-dimensional -- it details a product's benefit but lacks emotional appeal.
 FutureNow blends editorial fact with longer selling messages that specifically address the problem the manufacturer is trying to solve. FutureNow is responsible for scripting, production, and recording of each client segment, which is guaranteed to be broadcast over 20 radio stations.
 FutureNow buys product direct from the manufacturer and sells it to consumers through the FutureNow 800-number. Knapp describes the merchandise offered by FutureNow as "new, innovative products related to change."
 Areas expected to debut FutureNow programming include Metro New York, the San Francisco Bay Area, Southern California, Pittsburgh, Baltimore, and others.
 The radio audience is given an 800-number to order product after each broadcast. FutureNow handles delivery. Consumers are protected by original manufacturer warranties on all products ordered and a 30-day money-back guarantee from FutureNow.
 Contact Myles Knapp, Knapp Enterprises, c/o FutureNow, 389 Ridgeview Drive, Pleasant Hill, CA 94523; 510-372-5457, ext. 161.
 -0- 11/18/93
 /CONTACT: Len Fernandes, 510-538-8916/


CO: Knapp Enterprises ST: California IN: ENT ADV SU: PDT

JL-LS -- LA003 -- 5985 11/18/93 11:31 EST
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Publication:PR Newswire
Date:Nov 18, 1993
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