Web Site Partners National Media, Cendant

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Infomercial marketer National Media Corp. and membership-services marketer Cendant Corp. have teamed to launch a membership-based online shopping venture called "Everything-4-Less."


National Media plans to launch the service either in late October or early November on www.everything4less.com. Membership is slated to cost $69.95 per year.


Once the site launches, National Media's telephone representatives will try to upsell every product order to an Everything-4-Less membership, said Bruce Goodman, executive vice president, National Media.


The company gets between 1.5 million and 2 million orders per year for products like Ab Roller Plus exercise equipment, the Flying Lure, and merchandise from "stop the insanity" fitness guru Susan Powter, said Goodman.


"The key to a successful Web site is for people to know about it," said Goodman adding that each National Media infomercial will include a segment pitching the new shopping club. Goodman declined to give membership projections for Everything-4-Less but said response to the company's usual upsell efforts ranges anywhere from 3 percent to 75 percent.


Everything-4-Less will offer guaranteed low prices on more than 500,000 products including beds, cameras, bicycles and vacuum cleaners, said Goodman.


Financial details of the National Media's deal with Cendant were not disclosed. National Media, Philadelphia, will get a percentage of each Everything-4-Less membership it sells, Goodman said. Cendant representatives did not return calls for comment.


National Media is one of the nation's largest infomercial producers reaching 370 million households in 70 countries. National Media claims its infomercials air about 2,000 times per week.


Marketing for Everything-4-Less will initially be limited to the U.S., but the company plans to go worldwide with the club "as soon as possible," said Goodman.


National Media reported in March that its fiscal 1998 sales were $278.5 million, up more than 22 percent from the preceding year. National Media also owns the QuantumTV site and www.quantumtv.com.
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