Search BizReport
News by Topic
Marketing
- Advertising
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Beyond Marketing
BizReport : Ecommerce : September 21, 2006
TV Network Taps Online Marketplace
The Scripps Network is opening a new kind of mall, and it could pave the way for small e-tailers to create their own niche market.
Dubbed The Marketplace, the Scripps mall is more of a storefront for e-tailers to advertise their home, design and gardening wares with the mammoth HGTV online network for a fee. The online mall will allow viewers to find everything from ordinary kitchen dishtowels to one of a kind garden sculptures.
The move is an example of a media outlet looking for a way to boost revenue by tapping into newer, less traditional revenue sources while older outlets dry up. It could spell a huge change in advertising practices for smaller businesses, because instead of looking for consumers to buy their goods, DIY e-tailers could jump right into their niche market.
Vikki Neil, VP of online marketing for Scripps, told AdAge, “When you have impression-based ad models, there's only so much inventory available. We were looking for ways to create a large product database that allows users to find products of interest."
The Marketplace won’t be a traditional e-tailer. Instead of fulfilling orders and interacting directly with consumers, they leave that to the e-tailers. In turn, the e-tailers will pay Scripps slotting fees to appear in the storefront.
Tags: online retailing
Tweet
Subscribe to BizReport
Please enter your e-mail here:
Latest Headlines
- Targeting key for digital space
- Study: 1 in 4 fooled into counterfeit buys
- Expert: How social will impact holidays & beyond
- Report: SMBs optimistic about new decade
- Key areas that will change for CS in 2020
- Reports: More people shopping, but more fraud, too
- Top tips for better localized programmatic
- Experts: How to strengthen data strategy for the new year