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Shop At Home To Target Men

Shop at Home wants men to pick up the phone and buy things, like knives, the same way women do jewelry. The 75 million-subscriber cable shopping channel will soon target its on-air products to a male audience, eliminating items like beauty aids, says vice president of affiliate marketing Andy Caldwell.

As part of a network relaunch, Jewelry Television--which purchased Shop at Home in June--will trim back the network's live content to 13 hours, with the balance to be filled with programming and merchandise from Jewelry Television.

And during the live period, Caldwell says the net will push products that appeal to men: collectible coins, knives, sports memorabilia, etc. Shows that will remain on-air include "The Coin Vault," "The Sports Room" and the "Knife Collectors Show," he adds, noting that such categories have been the most profitable for the service and attract the majority of purchases.

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