Macy's rings up home shopping

Sloan, Pat; Fitzgerald, Kate
June 1993
Advertising Age;6/7/1993, Vol. 64 Issue 24, p8
Trade Publication
This article reports on the plans of retailer R.H. Macy & Co. for a home shopping cable TV service in the U.S. as of June 1993. The venture is a partnership including TV executives Don Hewitt and Thomas Leahy, and Cablevision Systems Corp. Some analysts estimated the startup costs for TV Macy's at around $50 million, and the channel could generate as much as $250 million in sales over the next four years. According to economist Carl Steidmann, TV home shopping is less of a selling mechanism and more an alternative and perhaps better advertising tool for retailers.


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