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Cashing in on the home shopping boom
Black Enterprise, Feb, 1995 by Cassandra Hayes
When not chatting with product-touting celebrities like Ivana Trump, HSN's Mason (who reports to the director of the on-air talent department) also works very closely with the show's merchandisers to find the best mix of products. At QVC that function is handled solely by sales planners, although some hosts do make product suggestions to the network's buyers.
More than just on-camera presence is needed: A show host must motivate, influence and educate viewers. That soft-sell approach requires an intimate knowledge of the products being sold. In order to successfully ad-lib through a five- to 15-minute pitch, a host must be able to speak knowledgeably about a product's history, available sizes and about any other pertinent information. In essence, show hosts function as the eyes and hands of the shopper.
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ON WITH THE SHOW
Producers like Tina Yates-McGarrah make things happen behind the scenes. With a degree in fashion merchandising from North Carolina A&T State University, Yates-McGarrah joined HSN as an assistant fashion buyer nine years ago. "It was explosive when I started here, says the 31-year-old. "In a matter of 15 minutes we could sell a thousand units of a blouse. You could not keep up the supply because the demand was so great.
Yates-McGarrah moved quickly up the television retailing ladder, traveling the world as a senior buyer. When HSN's merchandising and production departments temporarily merged in 1993, the network's only African-American buyer became their only black show producer.
During her rigorous 10-hour days, Yates-McGarrah--also a producer for B.E.T. Shop--is responsible for ensuring that every aspect of the show is perfect. From the set to the product to the models, Yates-McGarrah, who reports to the vice president in show sales, makes sure the stage is visually correct so that projected sales goals are met. It's an avenue open to individuals with degrees in communications, marketing or journalism who have some experience in the field.
At QVC, producers are required to have more technical experience, says Gary Mathern, QVC senior vice president of human resources. People with a background in television production begin in areas like video graphics, post production or the audio department before becoming producers. Salaries in production, since these are non-union jobs, can range from $18,000 to $65,000 a year.
CHOOSING THE RIGHT PRODUCTS
Getting the right products on the air is an integral part of the success of television shopping. This is the job of the buyers, and they are on the front lines of the home shopping battle for viewer dollars. Currently, neither company has any African-American buyers on staff. This is also an area that will experience immense growth in the coming years.
People with college degrees and at least three to five years retail buying experience have the background to break into buying. "It's extremely helpful to have a background in the area in which you're specializing," says Amy Rosen, director of merchandising, entertainment, books and music for QVC. Merchandising departments are so specialized, says Rosen, that "you must know the players in your field. If you work with sports products, for instance, it's important to know the companies and the hottest products out there." Buyers must also be experienced in developing market sales plans, working with vendors on product development and overseeing assistant buyers and other staff members.
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