November 17, 2008, 12:00 AM

Infomercial merchants trade group expands into Canada

The Electronic Retailing Association has announced the creation of the ERA Canadian Council. The infomercial merchants trade group says the council is open to all ERA members and will be led in its first year by board member Michael J. Moreau.

Katie Evans

Managing Editor, International Research

The Electronic Retailing Association announced last week it has created the ERA Canadian Council. The infomercial merchants trade group says the council is open to all ERA members and will be led in its first year by board member Michael J. Moreau, CEO and founder of direct marketing firm Dream Team Direct and Common Sense LLC.

“Canada has always represented a vibrant market for direct marketers,” says Rick Petry, interim president and CEO of the ERA. “However, some marketers may shy away from crossing the border because they don’t understand the cultural and business nuances required to succeed there. The Canadian Council will be focused on how to create the greatest Canadian marketplace opportunity through multi-channel direct marketing including DRTV, online, print, direct mail and other means.”

Adds Moreau: “This council will hopefully draw both Canadian and international members who can help us develop the market and create economic opportunity for all.”

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