April 1, 2013, 11:26 AM

E-retailer As Seen On TV hires a new president

Ronald C. Pruett Jr. will also serve as CEO and director

Jon Love

Associate Editor, Research

Lead Photo

As Seen On TV Inc., a direct response marketing company that last year merged with eDiets.com, No. 420 in the Internet Retailer Top 500 Guide, has hired Ronald C. Pruett Jr. as president, CEO and director.

A 25-year direct response marketing veteran, Pruett was most recently an advisor with the Boston Associates, a consulting firm for consumer-focused companies, his new employer says. Prior to that, he served as the chief marketing officer at Acquia, an open source software company. Pruett was also CEO of Mercury Media, a direct response agency.

"Ron Pruett has spent the past few months working closely with our management team and strategic partners on the post-merger integration of As Seen On TV and eDiets,” says As Seen On TV chairman Kevin Harrington. “We have a unique industry platform and look forward to building the company's future success together."

The company also announced the resignation of former president and CEO Steve Rogai, but gave no immediate reason for his departure. "On behalf of the board of directors, we want to thank Steve for his contributions to As Seen On TV,” said Harrington. “For the past three years, Steve has led the Company through many challenges, and we wish him well in his future endeavors."

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