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In an example of a media company tapping an additional potential revenue source over weakening traditional ad models, Scripps Networks is launching via its HGTV website an online shopping portal that’s a form of advertising.
Scripps, which produces shows like Design on a Dime and Curb Appeal, says the mall - called MarketPlace - is not a straight e-commerce play; rather, it’s a type of advertising, writes AdAge (via MarketingVOX). Scripps doesn’t handle the selling and fulfillment process but acts as a virtual storefront, charging a slotting fee for product manufacturers and brands that wish to display their products. The storefront has already attracted 800 vendors, and their slotting fees will likely bring around $4 million in revenue to Scripps in the next year.
“When you have impression-based ad models, there’s only so much inventory available,” said Vikki Neil, VP-online marketing at Scripps. “We were looking for ways to create a large product database that allows users to find products of interest.”
Scripps says a limited number of large, general advertisers can afford to advertise on-air on HGTV - but a much bigger group of smaller companies would also like to target a home-and-garden audience. Scripps charges a $5,000 annual minimum for a small advertiser to list a product in MarketPlace; if the marketer is large and plans to sell a high volume of products, the cost can be as much as $200,000.
XM Satellite Radio will air extensive coverage of the 92nd running of the Indianapolis 500 in the days heading up to the May 25 race.
The Indianapolis 500 can be heard on the IndyCar Series Racing channel (XM channel 145)…
Ogden’s Herbs for Health magazine is being folded into big-sister publication the Herb Companion.
A reader survey revealed that the two publications had virtually identical purchasing habits, interests and demographics, said publisher and editorial director Bryan Welch (via Folio). The Herb…
Barnes & Noble is launching a guerilla marketing campaign as part of a larger effort to promote its how-to website, Quamut.com.
The site - which touts itself as the “go to how to” - offers professionally written info that answers how-to…
Fox will air fewer commercials than usual during two of its fall programs, dramas Fringe and Dollhouse. Each episode will run as many as 50 minutes of story, compared to standard dramas which average about 42 to 44 minutes.
The…
Targeting advertising toward African Americans, Hispanics, Asians and Whites requires distinct media plans, because these groups use traditional media differently - and their new-media adoption patterns also vary, according to an analysis by BIGresearch, writes MarketingCharts.
“Understanding how media consumption behaviors…
For the sixth consecutive year, the number of millionaire households ($1MM+ net worth, not including primary residence) in the U.S. increased significantly, reaching some 9.9 million, according to TNS’s annual Affluent Market Research Program (AMRP), writes MarketingCharts.
The number of millionaire households…
