Catalog Channel Adds DRTV to Media Mix

Share this article:
CHICAGO -- The simultaneous proliferation of specialty catalogs and cable

channels has begat the Catalog Channel, a satellite broadcast network set to

launch July 1 with 30-minute infomercials that convey a catalog's image and

pitch its products.

The Catalog Channel, Fort Lauderdale, FL, is being introduced at the Catalog Conference & Exhibition here. It will be available to five million households initially with a projected reach of 15 to 20 million homes by year end, said

founder/chairman Richard Bell. Ambitious plans call for the formation of a

second, Spanish language channel to serve the U.S. and Latin America and

eventually Western Europe, in 2000.

A cataloger's own toll-free number and the Web address of the Catalog

Channel,, will be featured prominently throughout each spot.

Users will find featured products and other specials from the cataloger at the

Catalog Channel site as well as a link to the client's full online catalog.

The Catalog Channel is not another QVC or the Home Shopping Network, Bell

said, because the spots are longer and focus on a catalog's capabilities as

much as its products. Infomercials will run 24 hours a day with three

minutes of advertising available per hour. Much of the early air time will be

filled by three 30-minute promotional spots - It's A Guy Thing that focuses on

male product categories, The New Products

Show, and a public service program meant to educate consumers about online and

catalog shopping.

The Catalog Channel will handle all production for clients and offer catalog

shows in 15 product categories. Startup clients will receive the first three

months free and then pay a fee of $500 per 30-minute show with a minimum of

two broadcasts per week. The Catalog Channel will also host an online mall of

five to six catalogs at its site and earn a commission on those sales.

To convince cable companies to carrry the network, the Catalog Channel will

share revenue based on the number of households reached. To recruit

catalogers, it is working with list firms and other existing direct marketing

relationships. Participant and cable announcments will be made next month.
Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in News

News Byte: Comcast Expanding Global Ad Delivery Through Partnership

News Byte: Comcast Expanding Global Ad Delivery Through ...

Through a partnership with Adstream , Comcast's AdDelivery Service expands its footprint across the globe.

40 Under 40 2014: Nominations Are Now Open!

40 Under 40 2014: Nominations Are Now Open!

It's time to nominate the 2014 crop of young marketing luminaries for Direct Marketing News's 40 Under 40 Awards. The deadline is Friday, June 6, 2014.

News Byte: MediaCrossing Partners with ASL Marketing on Youth Marketing Tool

News Byte: MediaCrossing Partners with ASL Marketing on ...

The digital media trading firm and marketing database company aim to help marketers target 13 to 34 year olds.