Radio Infomercials Help Spread the Word About Purity Products

Building on reputation for reliability, direct marketer aims to partner with science-backed ingredient suppliers.

Purity Products has built a supplement company worth “tens of millions” largely on a foundation of radio infomercials, including both short and long formats. Both remain strong channels for the business. But Jason Kam, vice president of business development at the Port Washington, N.Y., company, observed, “The media is not what it was in the mid-90s. There are more outlets and more competition. You have the Internet competing with you, so it’s harder to make the phone ring

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