E! Flies Into LAX

Keeping-Up-with-the-KardashiansCNBC has placed its brand on airport newsstands throughout the country, offering a live feed of the channel alongside the chance to buy magazines and sundries. Will the E! network pursue a similar strategy?

Earlier this week, the pop-culture network said it has opened an E! News store at the Los Angeles International Airport (LAX). Even if the network doesn’t expand to DFW, ORD or JFK, that should give it ample exposure to entertainment industry executives.
 
Alongside the Snickers bars and Vanity Fair issues will be E!-branded products, but the network did not release details of whether that might include “Keeping up with the Kardashians” bobbleheads, “The Soup” canned minestrone or “Khloe & Lamar” T-shirts with a giant heart -- although a reprinting with a broken one may be needed soon.
 
The store also features large plasma screens with E! News content. E! is in partnership with a joint venture that includes newsstand operator the Hudson Group and an entity involving a business with Magic Johnson.
 
John Najarian, an E! executive vice president, stated that the E! News brand is a strong “fit for airports looking to create a fun, engaging shopping experience.”
 
Multichannel News reported word of the store earlier this week.

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