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.

by Kristina Knight

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.