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Infomercials are direct response television commercials which generally include a phone number or website. There are long-form infomercials, which are typically between 15 and 30 minutes in length, and short-form infomercials, which are typically 30 seconds to 120 seconds in length.^[1][2][3] Infomercials are also known as paid programming (or teleshopping in Europe). This phenomenon started in the United States where infomercials were typically shown overnight (usually 2:00 a.m. to 6:00 a.m.), outside of prime time commercial broadcasting peak hours. Some television stations chose to air infomercials as an alternative to the former practice of sign-off. By 2009, most US infomercial spending is during early morning, daytime, and evening hours. Stations in most countries around the world have instituted similar media structures. According to tapebeat.com, over $150 billion of consumer products in the US are sold through infomercials.

While the term "infomercial" was originally applied only to television advertising, it is now sometimes used to refer to any presentation (often on video) which presents a significant amount of information in an actual, or perceived, attempt to promote a point of view. When used this way, the term may be meant to carry an implication that the party making the communication is exaggerating truths or hiding important facts. Often, it is unclear whether the actual presentation fits this definition because the term is used in an attempt to discredit the presentation. Hence, political speeches may be derogatorily referred to as "infomercials" for a specific point of view.^[4]

Format[link]

The word "infomercial" is a portmanteau of the words "information" and "commercial". As in any other form of advertisement, the content is a commercial message designed to represent the viewpoints and to serve the interest of the sponsor. Infomercials are often made to closely resemble actual television programs. Some imitate talk shows and try to downplay the fact that the program is actually an advertisement. A few are developed around storylines and have been called "storymercials". However, most do not have specific television formats but craft different elements to create what they hope is a compelling story about the product offered.

Infomercials are designed to solicit a direct response which is specific and at once quantifiable and are, therefore, a form of direct response marketing (not to be confused with direct marketing). For this reason, infomercials generally feature between 2 and 4 internal commercials of 30 to 120 seconds which invite the consumer to call or take other direct action. Despite the overt request for direct action, many consumers respond to the messages in an infomercial with purchases at retail outlets. For many infomercials, the largest portion of positive response they aim for is retail sales, making infomercials similar in impact to traditional commercials where advertisers do not solicit a direct response from viewers, but rather create the commercials with a goal to leave behind messages and brand loyalty that the advertisers hope will lead people to purchase their product or increase acceptance of the product.

Many traditional infomercial producers make use of flashy catchphrases, repeat basic ideas, or employ scientist-like characters or celebrities as guests or hosts in their ad. The book As Seen on TV (Quirk Books) by Lou Harry and Sam Stall highlights the history of products as the Flowbee, the Chia Pet, and Ginsu knives. Sometimes, traditional infomercials use limited time offers or claim one can only purchase the wares from television to add pressure for viewers buy their products.

Products using infomercial marketing[link]

The products frequently marketed through infomericals at the national level include cleaning products, appliances, food preparation devices, dietary supplements, alternative health aids, memory improvement courses, books, compilation albums, videos of numerous genera, real estate investment strategies, beauty supplies, baldness remedies, sexual enhancement supplements, weight loss products, personal fitness devices, home exercise machines, and adult chat lines. Automobile dealerships, attorneys, and jewelers are among the types of businesses that air infomercials on a local level.

Major brands (e.g. Apple,^[5] Microsoft, Thermos-Grill2Go^[6]) have used infomercials for their ability to communicate more complicated and in-depth product stories. This practice started in the early 1990s and has increased since. Brands generally eschew the "cheesy" trappings of the traditional infomercial business in order to create communication they believe creates a better image of their products, their brands, and their consumers. Apple's use of the infomercial medium was immediately discontinued with Steve Jobs' 1997 return to the helm of the company.

History[link]

Early infomercials[link]

During the early days of television, many TV shows were specifically created by sponsors with the main goal of selling their product, the entertainment angle being a hook to hold audience attention. A good example of this is the early children's show The Magic Clown on NBC, which was created by Tico Bonomo essentially as an advertisement for Bonomo's Turkish Taffy.^[7] It is claimed that the first informercial for a commercial product appeared in 1949 or 1950, for a blender. Accounts vary on whether this was for a VitaMix blender as claimed by Vitamix or from Waring Blenders as claimed in various online sources. Eventually, FCC limits on the amount of advertising that could appear during an hour of television did away with these programs, forcing sponsors into the background; however, few infomercials, mainly those for greatest hits record sets and Shop Smith power tools, did exist during the period when commercial time was restricted.^{[citation needed]}

It is quite possible that the first modern infomercial series which ran in North America was on San Diego-area television station XETV, which during the 1970s ran a one-hour television program every Sunday consisting of advertisements for local homes for sale. As the station was actually licensed by the Mexican government to the city of Tijuana, but broadcasts all of its programs in English for the US market, the FCC limit at that time of a maximum of 18 minutes of commercials in an hour did not apply to the station.

The first infomercial as we know it today aired in 1982. An entrepreneur looking to market a hair growth treatment reached out to a Chicago ad agency where he met Frank Cannella, who convinced broadcast stations and cable networks to sell him program-length commercial time. The show was a hit. In recognition of this seminal event, People Magazine profiled Cannella in its 25th anniversary issue (March 1999) as one of the people who made a difference in society and culture by creating what we know now as the infomercial.

After 1984[link]

Infomercials proliferated in the United States after 1984 when the Federal Communications Commission (FCC) eliminated regulations that were established in the 1950s and 1960s to govern the commercial content of television.^{[citation needed]}. Informercials particularly exploded in the mid-1990s with motivational and personal development products, and infamous "get-rich-quick scheme"s based on the premise that one could quickly become wealthy by either selling anything through classified ads or through real estate flipping. These were hawked by personalities such as Don Lapre and Carleton H. Sheets, among others.

When they first appeared, infomercials were most often screened in the United States and Canada during late-night/early morning hours. As stations have found value in airing at other times, by 2008 a large portion of infomercial spending is early morning, daytime, early prime and even prime time. There are also entire networks devoted to just airing infomercials all day and night for the sole purpose of cable/satellite providers receiving revenue from the channel operator from any sales for their area, or to fill empty time on local programming channels. CNBC, which airs only one hour of infomercials nightly during the business week, airs up to 28 hours of infomercials on Saturdays and Sundays during the time where the network's business news coverage otherwise airs. A comparison of television listings from 2007 with 1987 verifies that many broadcasters in North America now air infomercials in lieu of syndicated TV series reruns and movies, which were formerly staples during the more common hours infomercials are broadcast (i.e., the overnight hours). Infomercials are a near-permanent staple of ION Television's daytime and overnight schedules; multichannel providers such as DirecTV have objected in the past to carrying ION feeds which consist largely of paid programming.^[8]

In the United Kingdom[link]

In the UK, "admags" (advertisement magazines) were originally a feature of the regional commercial ITV stations from launch in 1955 but were banned in 1963. The word 'teleshopping' was coined in 1979 by Michael Aldrich who invented real-time transaction processing from a domestic television and subsequently installed many systems throughout the UK in the 1980s.^[9] This would now be referred to as online shopping. In the 1989, the Satellite Shop was the launched as the first UK shopping channel. Shortly afterwards, infomercials began on satellite television and they became known as teleshopping.^[10] Until 2009 UK permitted neither paid infomercials nor teleshopping on mainstream network television. However in 2009 OFCOM allowed up to three hours of infomercials a day on all programme channels. In the UK political infomercials known as 'Party Political Broadcasts' are allocated to political parties according to a formula approved by Parliament and are available only on mainstream radio/network television, are strictly limited and are free of charge. Political parties or politically motivated interest groups cannot buy advertising on UK TV. There is no prescription drug advertising because, with the single provider health system in the UK, there is only a single buyer for the whole country. Most auto advertising on TV is by manufacturers, however some are from local dealers.

Televangelists[link]

Some US televangelists such as Robert Tilton and Peter Popoff buy television time from infomercial brokers representing TV stations around the US and even some mass-distributed cable networks that are not averse to carrying religious programming. A block of such programming appears weekdays on BET under the umbrella title BET Inspiration. Politicians are also known to buy infomercial-length time blocks, as detailed below.

TiVo[link]

TiVo uses paid programming time weekly on the Discovery Channel on early Thursday mornings and ION Television on early Tuesday mornings in order to record interactive and video content to be presented to subscribers of their service in a form of linear datacasting without the need to interfere with a subscriber's Internet bandwidth. The program is listed as Teleworld Paid Program, named for TiVo's corporate name at its founding.^[11]

During the 2007–2010 financial crisis[link]

During the current financial crisis, many struggling individual television stations have devoted more of their programming schedules to infomercials and have reduced syndication contracts for regular programming. There have been stations that have found that the revenue from infomercial time sales were higher than the revenues possible through the traditional television advertising and syndication sales options. However, the reduced ratings from airing infomercials can have a domino effect and harm ratings for other programming on the TV station.^[12]

A feature length documentary that chronicles the history of the infomercial is Pitch People.

In 2008^{[citation needed]}, Tribune Media Services and Gemstar-TV Guide/Rovi began to relax the guidelines for listing infomercials within their electronic program guide listings. Previously all infomercials were listed under the title "Paid Programming" (except for exceptions listed below), but now infomercial producers are allowed to submit a title and limited synopsis (phone numbers/websites to order a product/service seem to be disallowed) of the program's content to the listings providers.

Fox's Saturday morning programming[link]

The Fox Broadcasting Company announced that beginning in January 2009, all of its Saturday morning cartoon programming would be cancelled due to a compensation/distribution dispute with provider 4Kids Entertainment, to be replaced by a two-hour block of infomercials under title of Weekend Marketplace.^[13] This made Fox the first major network (excluding borderline Ion Television) to carry a schedule of paid programming. However, many local stations already utilize Saturday morning slots to air locally programmed paid programming or programs such as Video Car Lot, which features one dealer presenting their current selection of pre-owned vehicles to encourage customers to visit their lot, or "home tour" programming where a home builder records a tour of a model home to entice homebuyers to purchase a plot in their subdivisions. Some stations opted to use the extra time on Saturday morning for E/I programming, with infomercials relegated to before or after the block, or even limited to afternoons, if local newscasts are shown earlier.

Criticism and legal issues[link]

In the United States, because of the sometimes sensational nature of the ad form and the questionable nature of some products, consumer advocates recommend careful investigation of the infomercial's sponsor,^[14] the product being advertised, and the claims being made before making a purchase.

At the beginning of an infomercial, television stations or sponsors normally run disclaimers warning that "the following program is a paid advertisement," followed by a legal disclaimer denying responsibility or liability for the infomercial's content (the legality of a station attempting to absolve itself of liability for a program they air, while profiting from the same program, has never been tested in court). A few stations take the warning further, encouraging viewers to contact their local Better Business Bureau or state or local consumer protection agency to report any questionable products or claims that air on such infomercials. Some channels, such as CNBC, include a "paid programming" bug in a corner of the screen during the duration of each infomercial on that channel; other channels, particularly smaller networks such as RFD-TV, have publicly disavowed infomercials and have refused to air them.

The FTC requires that any infomercial 15 minutes or longer must disclose to viewers that it is a paid advertisement. An infomercial is required to be "clearly and conspicuously" marked as a "paid advertisement for [particular product or service], sponsored by [sponsor]" at the beginning and end of the advertisement and before ordering instructions are displayed.^[15]

Considerable FTC scrutiny is also given to results claims like those in diet/weight loss advertisements. They especially focus on the gray areas surrounding claims stated by "testimonials" because the producer's choice to include a specific testimonial is an action as intentional as writing a scripted claim. The rules controlling endorsements are modified from time to time to increase consumer protection and fill loop holes.^[16] Industry organizations like the Electronic Retailing Association, who represents infomercial marketers, often try to minimize the impact of these rule changes.^[17] Additionally, the FTC has been enforcing laws regarding testimonials and have filed suits against several companies for publishing "non-typical" and "completely fabricated" customer testimonials to support their claims within the infomercials. In 2006 the first third party testimonial verification company was launched and now independently validates the consumer testimonials used in many infomercials.

Since the 1990s, federal and state consumer protection agencies have either successfully sued or been critical of several prominent informercial pitchmen, including Kevin Trudeau, Donald Barrett, and Matthew Lesko. Don Lapre, a salesman notorious for his get-rich-quick schemes, committed an apparent suicide while in federal custody awaiting a trial for several dozen counts of fraud.^[18]

Parodies[link]

The Infomercial format has been widely parodied:

• In a sort of self-parody, the movie Santo Gold's Blood Circus features a musical number in which mail-order jewelry salesman "Santo Gold" Rigatuso (who financed the film) advertises his wares. Santo Gold promoted the film heavily in its infomercials.
• A skit in the cartoon series Tiny Toon Adventures has an infomercial hostess trying to sell a clothesline for $39.95, but has to include additional offers to try to justify the high price.
• In the Garfield and Friends episode "Dread Giveaway", Garfield dreams of attempting to give away Nermal in an infomercial, but no one wants to take him.
• In the 2003 live-action film The Cat in the Hat, the cat performs an entire talkshow-style infomercial spoof for a magical (but disastrous) cupcake maker. In the spoof, the Cat plays the roles of host and guest/expert.
• In the direct-to-video movie The Lion King 1½, Pumbaa sits on the remote in mid-movie and the screen switches to a jewelry infomercial from QVC.
• Quebec-based Têtes à Claques has produced several informercial parodies in French.
• The comedy duo Tim Heidecker and Eric Wareheim have produced several infomercial parody segments that are showcased on their oddball comedy show Tim and Eric Awesome Show, Great Job!, notably one for a CD-ROM-based version of the internet called the "Innernette". It employs many of the cliched infomercial hallmarks and phrases such as enthusiastic demonstrations, and outlandish claims of user satisfaction.
• "Weird Al" Yankovic parodied infomercials in the song Mr. Popeil, a homage to inventor and infomercial spokesperson Ron Popeil, on his 1984 album "Weird Al" Yankovic in 3-D (Popeil himself used the song in some of his infomercials). Well known pitchmen like Popeil and Billy Mays have been the inspiration for many of these parodies.
• Saturday Night Live's "Bassomatic" skit featuring Dan Aykroyd in the 1970s may have presaged the genre.^[19]
• In the "Home-Cooked Eds" episode of the Cartoon Network series Ed, Edd & Eddy, the Kanker Sisters decide to watch infomercials after taking over Eddy's house in yet another misguided attempt at affectation.
• Robot Chicken has parodied numerous infomercials, along with their hosts. Popular examples include Billy Mays, Mick Hastie, and Cathy Mitchell.
• Adult Swim aired a highly elaborate parody of an infomercial, Paid Programming, several times in November 2009. The clearest evidence that the parody, which advertised various fictional "Icelandic Ultra Blue" products, was not real was the use of profanity and the fact that Adult Swim does not air infomercials.

Other uses and definitions[link]

Political infomercials[link]

In the United States the strategy of buying prime-time programming slots on major networks has been utilized by political candidates for both presidential and state office to present infomercial-like programs to sell a candidate's merits to the public. Fringe presidential candidate Lyndon LaRouche regularly bought time on CBS and local stations in the 1980s. In the 1990s Ross Perot also bought network time in 1992 and 1996 to present his presidential policies to the public. The National Rifle Association has also aired programs via paid programming time to present their views on issues such as gun control and other issues while appealing to the public to join their organization.

2008 Presidential Campaign Use[link]

Hillary Clinton bought an hour of primetime on the Hallmark Channel in 2008 before Super Tuesday, and on cable sports network FSN Southwest in Texas before that state's primary to present a town hall-like program. Barack Obama's 2008 presidential campaign has used infomercials extensively. His campaign established the Obama channel on satellite TV networks throughout the campaign season. And, a week before the 2008 general election presidential candidate Barack Obama bought a 30 minute slot at 8 PM ET/PT during primetime on seven major networks (NBC, CBS, MSNBC, Fox, BET, TV One and Univision (with Spanish subtitles)) to present a "closing argument" to his campaign. The combination of these networks reportedly drew a peak audience of over 33 million viewers of this half hour program, making it the single most watched infomercial broadcast in the history of US television.^[20]

Children's programming[link]

Although not meeting the definition of an infomercial per se, animated children's programming in the 1980s and early 1990s, which included half-hour animated series for franchises such as Transformers, My Little Pony, Go-Bots and Bravestarr were often described by media experts and parents derisive of these types of series as essentially program-length commercials, as they also sold the tie-in toy lines and food products for the shows within commercials. The Children's Television Act of 1990 was instrumental in ending this practice and setting commercial limits. Currently, any advertisement for a tie-in product within the show is considered a violation of the FCC rules and is considered a "program length commercial" by their standards, putting the station at risk of paying large fines for violations.

These regulations do not apply to cable networks; for instance, Disney Channel currently features tie-ins for virtually all of its shows instead of commercials, while only going as far as promoting DVD and CD versions of those programs, while competitor network The Hub is a consortium between Discovery Communications and toymaker Hasbro, which airs many shows based on their properties on the network, an arrangement that would be impossible on broadcast television. However, as seen in the aftermath a case where the characters for shoe company Skechers's children's shoe commercials were adapted into a full-length series, Zevo-3 for Nicktoons,^[21][22] effectively cable networks usually use FCC rules as a basic guideline and rarely stray away from the basic tenets of the CTA to avoid risking their reputations with parents, consumer advocates and other groups which would argue for equivalent FCC controls for cable networks as broadcast networks for children's content.

Daytime programming[link]

A new genre of locally produced television rose in the mid-2000s as local television stations (especially those affiliated with the NBC and Fox networks, where NBC gave up the most programming time) saw network time on weekday mornings after 9am returned to local control and saw new national talk shows either fail or not attract the right demographic to a timeslot. Beginning with Daytime on Media General-owned station WFLA-TV in Tampa, Florida in the early 2000s, a new format featuring the structure of a traditional locally produced daytime show with the usual format of light talk, health features, beauty tips and recipe segments which was popular up to the early 1990s when expansion of newscasts became a much less expensive, more dependable form of revenue came into use. Some of these shows, such as WKBW-TV's AM Buffalo in Buffalo, New York, seamlessly made the transition from a traditional local talk show to a paid program with little notice.

This type of program usually features light talk designed to draw in mainly a stay-at-home female audience, followed by presentation of products, services, and packages by local businesses; for example, a basement waterproofing system might be discussed by the representative of a company in that business with the hosts, along with perhaps a special offer for viewers. These segments, though carefully disclaimed after concerns were brought up about the original program model of Daytime, are designed to give a business a detailed presentation of their service that might not be possible in a traditional thirty-second or one minute ad.

Though locally produced, the programs are also presented by hosts which are not associated in any way with the station's newsroom, or by a host who formerly anchored a station's newscasts and may be looking for an easier and less harried work schedule. Under most guidelines, hosts cannot appear in newscasts and in productions run by the sales department at the same time, due to ethical concerns about sponsorships influencing newscasts. Thus, news anchors and reporters cannot host these shows, nor can hosts of these shows appear in newscasts as reporters; for instance, in the case of the aforementioned AM Buffalo, host Linda Pellegrino was forced to resign her post as a weather anchor on WKBW when AM Buffalo began adding sponsored segments. In fact, if a breaking news event takes place during the program, it is usually cut off with only a quick pause and no mention by the host that they are sending viewers to the news desk for details on the story. In definition, these programs can be considered infomercials, albeit not exactly meeting the letter of the definition.

Other broadcasters as have adopted the model are:

• Meredith Corporation, which uses a modified form for their national/local hybrid program Better.
• LIN Media, which features the same format with localized titles on many of their stations (on WLUK-TV in Green Bay, Wisconsin, it is known as Living with Amy, while WNAC-TV of Providence, Rhode Island brands their program The Rhode Show, and Hampton Roads station WVBT calls their program The Hampton Roads Show).
• Journal Communications also features a format called The Morning Blend on many of their stations, which is much closer to the Daytime format.

Infomercial companies[link]

Traditional infomercial marketers source the products, pay to develop the infomercials, pay for the media, and are responsible for all sales of the product. Sometimes, they sell products they source from inventors.

There is also a well-developed network of suppliers to the infomercial industry. These suppliers generally choose to focus on either traditional infomercials (hard sell approaches) or on using infomercials as advertising/sales channels for brand companies (branded approaches). In the traditional business, services are usually supplied by infomercial producers or by media buying companies. In the brand infomercial business, services are often provided by full service agencies who deliver strategy, creative, production, media, and campaign services.

Use of infomercials around the world[link]

The infomercial industry was started in the United States and that has led to the specific definitions of infomercials as direct response television commercials of specific lengths (:30, :60, :120 seconds; 5 minutes; or 28 minutes and 30 seconds). Infomercials have spread to other countries from the US. However, the term "infomercial" needs to be defined more universally to discuss use in all countries. In general, worldwide use of the term refers to a television commercial (paid programming) that offers product for direct sale to consumer via response through the web, by phone, or by mail.

There are few structures that apply everywhere in the international infomercial business. The regulatory environment in each country as well as that country's television traditions have led to variations in format, lengths, and rules for long form commercials and television commercials selling direct to consumer. For example, in the early 1990s long form paid programming in Canada was required to consist only of photographs without moving video. (This restriction no longer exists).

Many products which started in the US have been taken into international distribution on television. And, each country has local entrepreneurs and marketers using the medium for local businesses. What may be called infomercials are most commonly found in North and South America, Europe, Japan, and Southeast Asia.

In many countries, the infrastructure of direct response television distributors, telemarketing companies and product fulfillment companies (shipping, customer service) are more difficult and these missing pieces have limited the spread of the infomercial.

See also[link]

• Advertising
• Advertorial
• Brokered programming
• Direct response television
• Informative advertising
• Marketing
• Sponsored film
• Television advertisement
• Air flow ball
• Abdomenizer

Notes[link]

La Cantatrice Chauve — translated from French as The Bald Soprano or The Bald Prima Donna — is the first play written by Franco-Romanian playwright Eugène Ionesco. Nicolas Bataille directed the premiere on May 11, 1950 at the Théâtre des Noctambules, Paris. Since 1957 it has been in permanent showing at the Théâtre de la Huchette, which received a Molière d'honneur for its performances. With a record number of interpretations, it has become one of the most performed plays in France.^[1]

Origin[link]

The idea of the play came to Ionesco while he was trying to learn English with the Assimil method. He was impressed by the contents of the dialogues, often very sober and strange, so he decided to write an absurd play named L'anglais sans peine ("English without toil"). He originally wrote the play in his native language Romanian, then wrote it again in his adopted language French. The current title was set only after a verbal slip-up made by one of the actors during the rehearsals.^[2]

Plot summary[link]

The Smiths are a traditional couple from London who have invited another couple, the Martins, over for a visit. They are joined later by the Smiths' maid, Mary, and the local fire chief, who is also Mary's lover. The two families engage in meaningless banter, telling stories and relating nonsensical poems. At one point, Mrs. Martin converses with her husband as if he were a stranger she just met. As the fire chief turns to leave, he mentions "the bald soprano" in passing, which has a very unsettling effect on the others. Mrs. Smith replies that "she always wears her hair in the same style." After the Fire Chief's exit, the play devolves into a series of complete non-sequiturs, with no resemblance to normal conversation. It ends with the two couples shouting in unison "It's not that way. It's over here!," right before a blackout occurs. When the lights come back on, the scene starts from the beginning with the Martins reciting the Smiths' lines from the beginning of the play for a while before the curtain closes.

Meaning[link]

Like many plays in the theatre of the absurd genre, the underlying theme of The Bald Soprano is not immediately apparent. Many suggest that it expresses the futility of meaningful communication in modern society. The script is charged with non sequiturs that give the impression that the characters are not even listening to each other in their frantic efforts to make their own voices heard. There was speculation around the time of its first performance, categorising it as a parody. Ionesco states in an essay written to his critics, that he had no intention of parody, but if he were parodying anything, it would be everything.

The Bald Soprano appears to have been written as a continuous loop. The final scene contains stage instructions to start the performance over from the very beginning, with the Martin couple substituted for the Smith couple and vice versa. However, this decision was only added in after the show's hundredth premier, for it was originally for the Smiths to restart the show, in exactly the same manner as before.

According to Ionesco, he had several possible endings in mind, including a climax in which the "author" or "manager" antagonizes the audience, and even a version in which the audience would be shot with machine guns. However this was ultimately settled for a cheaper solution, the cycle. Ionesco told Claude Bonnefoy in an interview, "I wanted to give a meaning to the play by having it begin all over again with two characters. In this way the end becomes a new beginning but, since there are two couples in the play, it begins the first time with the Smiths and the second time with the Martins, to suggest the interchangeable nature of the characters: the Smiths are the Martins and the Martins are the Smiths".^[3]

See also[link]

• Le Monde's 100 Books of the Century

References[link]

J. D. Hayworth
Member of the U.S. House of Representatives from Arizona's 5th district
In office January 3, 2003 – January 3, 2007
Preceded by	Jim Kolbe
Succeeded by	Harry Mitchell
Member of the U.S. House of Representatives from Arizona's 6th district
In office January 3, 1995 – January 3, 2003
Preceded by	Karan English
Succeeded by	Jeff Flake
Personal details
Born	(1958-07-12) July 12, 1958 (age 53) High Point, North Carolina, U.S.
Political party	Republican
Spouse(s)	Mary Hayworth
Residence	Scottsdale, Arizona, U.S.
Alma mater	North Carolina State University
Occupation	Broadcaster Lobbyist
Religion	Baptist

John David Hayworth, Jr. (born July 12, 1958), usually known as J. D. Hayworth, is an American politician who served as a Republican member of the United States House of Representatives from 1995 to 2007 from Arizona's 5th congressional district. He hosted a conservative talk radio program on KFYI in Phoenix until January 2010, when he resigned due to his run for Senate.

A graduate of North Carolina State University, Hayworth anchored sports reports for three television stations during the 1980s and early 1990s. In 1994, Hayworth was elected to represent Arizona's 6th congressional district, which was redistricted into the 5th district starting in the 2002 House elections.

Hayworth was unsuccessful in his race against incumbent Senator John McCain for the Republican nomination to represent Arizona in the U.S. Senate in 2010.^[1][2]

Early life, education, and broadcasting career[link]

Hayworth was born in High Point, North Carolina. His grandfather, Ray Hayworth, was a Major League Baseball catcher from 1926 to 1945.^[3] Hayworth received a bachelor's degree in speech communications and political science from North Carolina State University in Raleigh in 1980, where he was student body president during his senior year.^[4]

He was a sportscaster for WFBC-TV (now WYFF-TV), the NBC station in Greenville, South Carolina, from 1981 to 1986, and WLWT-TV in Cincinnati, Ohio from 1986 to 1987. From 1987 to 1994, he was the sports anchor on the news reports of KTSP-TV (later KSAZ-TV), which was then the CBS affiliate in Phoenix.

Hayworth married in 1989.^[5] He and his wife Mary have three children.

U.S. House of Representatives[link]

Committees[link]

As a Congressman, Hayworth served on the House of Representatives Committee on Ways and Means. To date, he is the only representative from Arizona to have served on the committee.^[6] While working on the committee, he was given a "satisfactory" (64 percent) rating from the National Taxpayers Union. Hayworth supported the tax cuts of 2001^[7] and 2003,^[8] signed into law by President George W. Bush.

Campaigns[link]

In 1994, Hayworth ran in what was then the 6th District and defeated incumbent Democrat Karan English, taking 54 percent of the vote to English's 42 percent. Hayworth criticized English's support for Bill Clinton's budget plan, which Hayworth termed the largest tax increase in history. English had been endorsed in her successful 1992 campaign by the former Arizona Republican icon Barry Goldwater when she ran against Doug Wead, but not in 1994 when she ran against Hayworth.

In 1996, Hayworth fired two of his campaign aides for their part in forging his signature to file a campaign affidavit on time. He won in 1996 with 48 percent of the vote, defeating Democrat Steve Owens.

In 1998, Hayworth signed and filed the form in person, with television cameras, campaign volunteers, and the Arizona Secretary of State watching. He again defeated Owens, 52 percent to 45 percent.

His next three elections he won handily: He won in 2000 against Larry K. Nelson, 60 percent to 37 percent; in 2002 against Craig Columbus, getting 61 percent of the vote; and in 2004 against Justice Elizabeth Rogers, getting 60 percent.

During his first four terms, Hayworth represented a district that took in most of the northeastern portion of the state, including Flagstaff. Most of its population, however, was located in the Phoenix suburbs. After the 2000 census, his district was renumbered the 5th District and was made a much more compact district centered more in the Phoenix area.

Media profile[link]

Hayworth and Barney Frank at a Capitol Hill press conference.

Known for his outspoken nature — he called President Clinton an "unprincipled philandering president" who had "the most corrupt administration in U.S. history"^[9] — Hayworth is a frequent guest on conservative TV and talk radio. He sometimes substitutes as host of the nationally syndicated Laura Ingraham political commentary show on the Talk Radio Network.

Hayworth's spokesman noted that he graduated from college with honors and this is simply what happens when you are an outspoken conservative.^[10]

Hayworth has never shied away from controversy. In the same campaign letter in which he criticized Clinton, he said his Democratic opponent was "bankrolled by trial lawyers, radical homosexual rights groups, environmental extremists ... along with almost every other left-wing wacko group you can think of."^[9]

Political positions[link]

Like most Republicans elected in the 1994 landslide, Hayworth was an ardent conservative. He supports stronger border security and opposes the temporary worker program proposed by President George W. Bush for illegal aliens.

In January 2006, Regnery published Whatever It Takes: Illegal Immigration, Border Security, and the War on Terror, a book by Hayworth and his chief of staff, Joseph J. Eule. In the book, Hayworth said that Bush is too close to GOP contributors from the agribusiness, meat packing and construction industries, whom he calls "addicted" to a steady stream of workers from Mexico and Central America to keep wages down. Hayworth also argues that current immigration law misinterprets the 14th Amendment to the Constitution, saying that a child of undocumented immigrants born in the U.S. should not be given U.S. citizenship (a view he has reiterated during the 2010 campaign^[11]), and advocates the "Americanization" program Henry Ford advocated in an interview with the New York Times in 1914.^[12]

The ever-so-successful process that used to be called "Americanization" was a major movement in the early 1900s ... Henry Ford, a leader in this movement, said, "These men of many nations must be taught American ways, the English language, and the right way to live." Talk like that today and our liberal elites will brand you a cultural imperialist, or worse. But if you ask me, Ford had a better idea.

Controversies[link]

Employment of wife[link]

Between 2001 and 2005 inclusive, Hayworth's wife Mary was legally paid $20,400 per year by TEAM PAC, Hayworth's leadership political action committee. In 2002, a spokesman for Hayworth said that his wife handled bookkeeping and many administrative details for the PAC.^[13]

Indian tribes[link]

In 1997, Hayworth helped stop a proposal to tax Indian casinos, which would have taken $1.9 billion off reservations.^[14] Senator John McCain's campaign "has attacked Hayworth's ties to disgraced lobbyist Jack Abramoff, who was sentenced in September 2008 to four years in prison on charges of mail fraud, conspiracy and tax evasion."^[15]

2006 Congressional campaign[link]

Arizona's Fifth District^[16] mainly comprises Tempe, Mesa, Scottsdale, western Chandler and Fountain Hills, suburbs of Phoenix.

Hayworth had considered running for the Governor of Arizona in the 2006 elections against incumbent Democrat Janet Napolitano, but in March 2005 he announced that he preferred to stay in Congress. In the spring of 2005, Napolitano was enjoying a 79 percent favorable job rating.^[17]

Several prominent local Republicans endorsed Harry Mitchell in the race.^[18] This defection of Republicans had a result on the general election: CD-5, despite having a 60% Republican active registered voter advantage over Democrats (139,057 vs 86,743 in October 2006),^[19] nevertheless voted in favor of the Democrat Mitchell.

Radio talk show host[link]

On April 23, 2007, it was announced on Phoenix radio station KFYI that Hayworth would begin hosting an afternoon drive time (4–7 p.m.) talk show on the station starting April 26, 2007.^[20] Hayworth left his position as a political talk show host following his January 22, 2010 broadcast. At the time of his resignation he made the decision to challenge McCain in the 2010 Republican primary.^[2][21]

On January 3, 2012 Hayworth began a stint hosting a morning show on KSFO in San Francisco, California, from 9 a.m. to noon Pacific Time.

2010 Senate campaign[link]

In November 2009, Rasmussen Reports released the results of a poll of likely 2010 Republican primary voters in Arizona showing a statistical tie in in a hypothetical primary challenge to incumbent John McCain for the 2010 Republican U.S. Senate nomination in Arizona.^[22] Hayworth said he was considering running against McCain because he has "a profound disagreement with Senator John McCain over the concept of amnesty, whether he wants to call it comprehensive immigration reform or a pathway for guest workers to remain."^[23][24]

In February, 2010, Hayworth announced that he was indeed running against McCain.^[25] By mid March, Rasmussen reported only 7 points separating the two. Some credit was given to other McCain challengers' dropping out, thereby allowing Hayworth to pick up their support.^[26]

On August 25, 2010, Hayworth was defeated by John McCain in the Arizona Senate Primary. Hayworth took just 32% of the vote, compared with McCain's 57%.^[27]

References[link]

External links[link]

• J.D. Hayworth for U.S. Senate official campaign site
• Biography at the Biographical Directory of the United States Congress
• Voting record maintained by The Washington Post
• Biography, voting record, and interest group ratings at Project Vote Smart
• Issue positions and quotes at On the Issues
• Campaign finance reports and data at the Federal Election Commission
• Appearances on C-SPAN programs
• Campaign contributions at OpenSecrets.org
• Campaign contributions at OpenSecrets.org (U.S. House)
• Campaign finance reports and data at the Federal Election Commission (U.S. House)
• Associated Press profile^{[dead link]}