NBC News has inked Jill Martin, known for her “Steals & Deals” segment, as lifestyle contributor for “Today” — in a move that continues to build on the show’s growing ecommerce business, reports Fast Company.
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- Martin, who also appears on QVC, is a familiar face on “Today” — showcasing a variety of products, mainly housewares, beauty products and accessories, at heavily discounted prices for viewers of the show.
- From a business standpoint, the products are offered at discounted rates in exchange for being shown to millions of viewers.
- Manufacturers and retailers love the exposure — and given the high margin on many of the products, likely still make money off the sales generated by the show.
- Shows like “Today,” meanwhile, are able to offer viewers great deals — which boosts viewers’ positive image of the show — while also typically pocketing some of the revenue from the sales.
- Under the “Today” brand, NBC has also ramped up its online store and shopping guides — including a gift guide series created for the holidays.
- On “Today,” ecommerce efforts drive sales through both direct purchases on its website and through editorial content with affiliate links.
- According to a Fast Company source, the network brought in $60 million in gross revenue last year through its ecommerce efforts.
- Fast Company’s report says that Today.com sold more than 2 million items during the holiday shopping season — and brought in $12 million during Cyber Week.
- Meanwhile, a single five minute “Steals & Deals” segment brought in $5 million in revenue in just 24 hours.