Howard Ruff is one of those economists who has been there, done that and “went long on the T-Shirt” – and made a killing!
For more than 30 years, he has been publishing his newsletter, The Ruff Times, to advise his nearly 600,000 subscribers on where the financial markets are headed. He is the author of one of the best-selling financial books of all time, How to Prosper During the Coming Bad Years in the 21st Century, and he has been a guest of most every financial television and radio show you can imagine. The problem was, he took a break.
For the years prior to contacting EMSI, Ruff had been absent from the airwaves, and was looking to get back in the game. The challenge was that he wasn’t a blow-dried flavor-of-the-month pundit. He was a little older than he was when he started, and he shot more from the hip than most of the more careful pundits in the media today. Instead of doing what many media firms would have done – making Howard polish up his act so he could compete with the younger, more polished hair-do economists – EMSI took a different tact. Our concept was to market the man as he was – a veteran, maverick voice in the financial community, who spoke plainly, fiercely and passionately about where he believed the market was going.
By heading in the opposite direction, we wound up hitting a home run for Ruff, booking more than 130 radio interviews since January of 2009, and scoring him 11 TV interviews, 10 of them on nationally televised shows and three of them on CNBC’s Squawk Box, a perfect fit for Howard’s tell-it-like-it-is style.