Bab 175: Chapter 175: Popular TV Shopping
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September 18.
Today marks the official relaunch of ABC TV.
For the past few days, the newspapers have been buzzing with advertisements, especially those highlighting the new shows on ABC's schedule. This has created quite a stir, with many eagerly waiting to tune in.
At eight in the morning, vibrant music filled the air as ABC's new logo and promotional animation appeared on television screens. The scene shifted to the studio, where two hosts—an attractive man and woman—sat behind a desk, smiling warmly as they greeted the audience and began the morning news.
ABC's return to broadcasting had captured the attention of industry insiders, including executives at NBC and CBS. At this very moment, the top brass from both networks were gathered in their respective broadcasting rooms, keenly observing ABC's programming.
Even beyond NBC and CBS, industry heavyweights like MGM's Meyer, Paramount's boss, the president of Raiden Hua, and Warner Bros. executives—all of whom had ambitions in television—were tuned in to ABC's live broadcast.
At NBC, where ABC's origins lie, the executives were somewhat dismissive of the competition. As the news segment aired, they casually criticized.
"These young announcers look good, but their broadcasting skills are just average," one remarked.
"Nothing new here—our audience will still prefer our news," another added confidently.
Over at CBS, however, the executives took a more cautious approach.
"Have you noticed the conversational tone of these announcers? It's more relatable, which could appeal to a broader audience," one observed.
"Their style is relaxed and occasionally humorous, unlike the more formal delivery of our news," another pointed out.
"It seems ABC put a lot of thought into this," a third concluded.
The morning news concluded without much fanfare—news programs are a staple on every network, and ABC's was no exception.
Following the news was a five-minute commercial for Barbie dolls, featuring a group of young girls playing various roles with the dolls and dressing them up. Though it was an ad, the production quality made it quite enjoyable.
Next up was "Estee Lauder Teaches You Makeup," featuring Mrs. Estee Lauder herself.
An introduction appeared on the screen:
*"Skin management expert, cosmetic research expert, Mrs. Estee Lauder, President of Estee Lauder."*
This program targeted women, catering to their love of beauty. Most women hadn't had the opportunity to learn makeup systematically—some picked up tips from friends, while others were entirely self-taught. With someone now teaching them proper techniques, it was no surprise that women were eager to watch.
Two female models, both bare-faced, sat next to Mrs. Estee Lauder. She applied makeup to one model, explaining various techniques and the use of different cosmetics as she went along.
In just over half a year, Estee Lauder had expanded rapidly, acquiring several smaller cosmetics companies. Now, the brand offered a full range of products, with over 100 items available.
The transformation was striking. The model who had been made up looked stunning, while the other, still bare-faced, appeared much less attractive by comparison. The contrast was like night and day.
Mrs. Estee Lauder smiled at the camera and said, "Estee Lauder Makeup Time airs every Saturday and Wednesday. We cover more than just makeup; we'll also talk about skincare, maintenance, and fashion, teaching you how to unlock your true charm."
"Remember, whether you're 8 or 80, you can always showcase your beauty. Don't ever give up on looking your best."
"And at 12:30 this afternoon, during TV shopping time, there will be an Estee Lauder sale. You can purchase your favorite cosmetics at prices lower than what you'd find at the counter. Just call in this afternoon to take advantage of these deals."
Executives at NBC and CBS couldn't help but admire the quality of the "Estee Lauder Makeup Time" program. Mrs. Estee Lauder had tapped into a previously unmet need, and it was clear that women across the United States would remember the name Estee Lauder.
And the final words Mrs. Estee Lauder spoke were incredibly persuasive: "Whether you're 8 or 80, don't give up on beauty." It was a sentiment that resonated deeply.
The program ended with another commercial, this time for "Rocky Mountain Mineral Water."
The advertisement showcased the stunning Rocky Mountains—snow-capped peaks, sunsets, forests, and rivers. A modern mineral water factory appeared at the foot of the mountains, where clean, pristine water was bottled.
Ava Gardner, dressed in a glamorous evening gown, appeared on screen, holding a bottle of Rocky Mountain Mineral Water. "Rocky Mountain Mineral Water," she purred, "the sweetness that springs from the heart, the health that's drawn from nature, my beauty is nourished by this water."
NBC and CBS executives were left impressed, recognizing the high production value of ABC's commercials.
The ad concluded with a voiceover: *"The water used in Estee Lauder cosmetics is sourced from Rocky Mountain Mineral Water. The perfect combination of the two offers you the best nourishment."*
The connection between the ads was seamless—a brilliant piece of cross-promotion.
Industry insiders knew that these advertised products were all owned by Hardy, ABC's current boss. It was clear that Hardy had a keen business sense.
The third program was the documentary "Assault on Pearl Harbor," which had been produced shortly after the Japanese attack on the U.S. naval base. The documentary, featuring real footage from the time, had even been nominated for an Oscar. While World War II had ended and the U.S. had dropped two atomic bombs on Japan, the documentary still evoked strong emotions, reminding viewers of the more than 3,000 American soldiers who had died in the attack and the destruction of an entire fleet.
After the documentary aired, a commercial for "HD Security" followed. The ad featured HD security team members—armed with submachine guns and heavy machine guns—dressed in black, exuding strength and authority.
The voiceover explained: "HD Security is composed entirely of veterans who served in World War II. Each member has been through countless battles. A team that defended our nation can now protect your property. Trust HD Security—they are your most loyal and brave guards."
The timing of this ad, coming right after the Pearl Harbor documentary, was strategic and impactful.
At noon, it was time for the "Noon News."
After the news, the screen transitioned to a live broadcast of the studio. The set was filled with products, and in the background, a large billboard read "Estee Lauder Exclusive."
Three hosts—a man and two women—appeared on screen.
"Good afternoon, viewers. Welcome to TV shopping. Some of you might be unfamiliar with TV shopping, so let us explain briefly. It's very simple. We introduce products to you on TV, and if you like what you see, you can buy them directly through our show."
"How do you make a purchase? It's easy! Just look at the billboard behind us—it has our phone number. There are 50 phone lines available. If you see a product you want, simply call us to place an order."
"Today's show is 'Estee Lauder Exclusive,'" the male host explained.
One of the female hosts chimed in, "But why would someone call to shop when they can just go to a store?"
The male host smiled, "The best part about TV shopping is that we offer great deals. We negotiate with manufacturers to bring you the lowest prices."
He picked up a jar of skincare cream. "This is Estee Lauder's skincare cream. It's available at the counter for $8.60."
"But if you order through our TV shopping show, we can offer you a special price. Care to guess how much?" he asked the two female hosts.
They shook their heads.
"Eight dollars?" one guessed.
"Nope."
"Seven dollars?"
"Not even close."
"Six dollars?" they asked, surprised.
The male host grinned, "The price for our TV shopping viewers is…"
"Drumroll, please!" The sound of upbeat music filled the room.
"Just $5.80!" the male host announced proudly.
Suddenly, a price tag dropped down next to them, displaying the special price of $5.80.
"Wow! That's so cheap!" the female hosts exclaimed in unison.
"Yes, just $5.80—a full one-third cheaper."
"Is there something wrong with the product for it to be so cheap?" one of the female hosts asked skeptically.
The male host shook his head. "All the products we sell on TV shopping are in partnership with reputable manufacturers. For example, today's Estee Lauder special is a collaboration with Estee Lauder Cosmetics."
"I also want to assure everyone that there's no need to worry about the authenticity of the products because today, all customers who purchase Estee Lauder cosmetics won't be picking them up from us. Instead, they'll be collecting their products directly from the counter."
"Estee Lauder has counters in 24 cities across the United States, so our sales are limited to these locations. You don't have to pay anything upfront—just make a call to order, and you'll receive a unique voucher number. With this number, you can go to the counter and pick up your selected cosmetics."
"All cosmetics are collected from the counters. While others may pay $8.60, you only pay $5.80. Isn't that a great deal? All it takes is one phone call—no other payment required."
"Today, we're featuring 18 Estee Lauder products, each with a limited quantity. After our introduction, we'll open the ordering lines. Remember, it's first come, first served."
"This skincare cream will be available for just 20 minutes, and the rush starts now!"
The camera cut to a bustling office, where over fifty operators were busy answering phones. The scene was lively and energetic.
And if you're worried about whether people are actually calling to buy—well, Hardy knows how to arrange things. He wouldn't let the scene go cold.
Bab 176: Chapter 176: : Beasts, have the ability to come to me!
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The scene opened with the host's introduction and the frenzy of the call-in buying room. Twenty minutes seemed to fly by.
"The time is up! No more new calls," the host announced, his voice booming with authority.
"Director, do we have the final numbers?" the hostess eagerly inquired.
In no time, the director handed over a slip of paper.
With excitement brimming in her voice, the hostess declared, "Dear viewers, I'm thrilled to announce the results of our rush sale! We received a total of 516 orders, with many customers ordering two or more bottles, bringing the total to 688 bottles."
"It seems people are really enthusiastic!"
"Next up, we have Estee Lauder's gold tube No. 305 red pear lipstick. This lipstick, with its rich, retro dark red shade, exudes a gem-like luxurious charm—a single swipe delivers relaxed, yet stunning beauty."
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Meanwhile, NBC and CBS executives were astounded by this revolutionary sales approach.
They hadn't felt pressured during the morning show, but this afternoon TV shopping segment completely upended their understanding of television's potential. Direct TV sales? It was a stroke of genius.
Each bottle of skincare cream was priced at $5.80. With 688 bottles sold, that's $4,000 in just 20 minutes. And that was only the first product of the day, with more than four hours still to go. If this trend continued, $40,000 in sales for the afternoon alone seemed entirely within reach.
The implications were staggering. If TV shopping became a daily occurrence, the potential annual sales could hit a staggering $14 million.
For context, that's higher than the turnover of many large chain stores. Even with just a 20% profit margin, ABC stood to earn $3 million annually from this program alone—more than NBC and CBS's advertising revenues combined.
It wasn't just the NBC and CBS executives who were floored. Other industry leaders, like MGM's Meyer, Paramount's boss, and the president of RKO Pictures, were equally stunned. These seasoned business veterans could immediately see the power of TV shopping.
There's no need for physical stores, no workers to hire, no overhead costs—just a couple of hosts selling products on TV. And as for inventory? The U.S. market was overflowing with products that could be sold this way.
Moreover, TV shopping also served as a five-hour advertisement for these products, far more impactful than a mere commercial. Beyond just selling goods, ABC could easily charge companies for the privilege of having their products featured.
MGM boss Meyer watched as the host introduced a liquid foundation, originally priced at $12.60, now discounted to $7.90. Even Meyer, a savvy businessman, was tempted by the offer. Imagine the appeal to the average housewife watching at home.
Post-World War II, the U.S. population stood at 150 million, with 30 million households. Around 55% of these were middle-class, and among middle-class women, 70% were full-time housewives—approximately 11 million potential customers.
This TV shopping show on ABC was clearly targeting this demographic. These women, who had ample time in the afternoons, found TV shopping to be the perfect pastime, especially when they couldn't make it to the stores. Capturing this audience meant tapping into a vast market.
Meyer recalled Hardy's words and couldn't help but acknowledge his business acumen. The guy was a genius, coming up with such a brilliant idea.
Now, Meyer felt a twinge of regret. ABC surpassing the other two networks seemed inevitable. Hardy had offered him a 20% stake in ABC just days ago, and he hadn't taken it. Was it too late now?
He decided to wait and see how the evening show performed. If it matched the afternoon's success, he'd find a way to buy some ABC shares, no matter what.
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In the NBC meeting room, an executive suggested, "President, we can replicate this show. All we need are a few hosts and some merchants to promote their products."
But another executive countered, "It's not that simple. ABC likely registered the copyright for this business model. They wouldn't overlook something so crucial."
The president narrowed his eyes. "Get someone to check on that."
A team was dispatched immediately.
CBS executives were having similar thoughts. With such a lucrative business model, who wouldn't be envious? They, too, considered the possibility of copyright.
Checking copyright was easy—a quick call to the Copyright Office confirmed their worst fears. ABC had indeed registered the TV shopping program's copyright, covering it from multiple angles and levels, leaving almost no loopholes. Any attempt to create a similar show would infringe on their rights.
"That's cunning!" the NBC president fumed, slamming his fist on the table.
Now, all they could do was watch as ABC raked in the profits.
The TV shopping event continued until 6 p.m., just as men were returning home from work, kids were getting back from school, and women were starting dinner. The final tally showed $80,000 in sales—far exceeding their initial projections. The cosmetics set, which sold out during the climax of the program, contributed significantly to this total.
If sales like this continued daily, it could mean $30 million annually—a staggering number.
NBC and CBS executives watched with greedy eyes.
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At 6 p.m., ABC aired the children's show "Sesame Street."
Kids who had just come home were immediately captivated by the adorable puppet performances. This time slot was also when NBC and CBS began their news broadcasts. The three networks had high viewership competition, but many parents chose Sesame Street to keep their kids entertained.
At 7 p.m., as families finished dinner, ABC aired its first musical segment, featuring Ava Gardner's rendition of "Scarborough Fair." Many households enjoyed the music while dining.
At 7:30 p.m., the financial program began.
A hostess sat beside Andy, discussing the current economic climate. Andy encouraged viewers with extra money to invest in the stock market, promising returns of 5% to 10%, far better than what banks offered.
This prime-time slot attracted many viewers, especially men who were often the financial decision-makers in the household. Women might be obsessed with spending money, but men were all about making it. Financial programs like this piqued their interest.
"Mr. Andy, do you have any stock recommendations?" the hostess asked.
"I can analyze a few stocks," Andy replied. "Let's start with the first one—have you heard of 'Playboy' magazine?" Andy glanced at the hostess.
A hint of shyness crossed her face. "I've heard of it."
"Playboy's quarterly financial report showed sales of 5.25 million copies and profits of $1.8 million. If this trend continues, their annual profit could reach $7.2 million. That's an impressive profit margin."
"Right now, Playboy's stock is priced at $24.60. In my opinion, this is far below its actual value, with plenty of room for growth."
"Mr. Andy, how high do you think Playboy's stock could go?" the hostess asked.
"I believe it will break $50 within two years. Mark my words," Andy said with unwavering confidence.
Everyone knew "Playboy" magazine was one of Hardy's ventures, and Hardy also owned ABC TV. Some viewers thought Andy was merely flattering his boss.
But more people were intrigued by Andy's analysis. Playboy was so famous and profitable—how could its stock not rise?
Andy's prediction of Playboy reaching $50, more than double its current price, had people doing the math.
A 100% profit. If you invested $10,000 now, it could be worth $20,000 in two years. Investments like this don't come by easily.
Many viewers decided they should buy some Playboy stock.
At this point, anyone paying attention understood the power of this program. If Andy praised a stock, it would undoubtedly attract a crowd of buyers. In a short time, a large influx of buyers could drive the stock price up—this was the power of media influence.
Andy went on to recommend two more stocks: a construction stock and a consumer goods stock.
Two years after World War II, the U.S. was in a period of rebuilding. Construction and consumer goods stocks were bound to be strong performers in the future—an easy bet.
Andy himself had invested hundreds of thousands of dollars in these two stocks. He wasn't aiming too high, just a modest 20% gain over three months.
"Are there any stocks Mr. Andy would avoid?" the hostess asked.
"Military stocks and defense contractors. The war just ended, and everyone knows there won't be another major conflict anytime soon. The U.S. military has shrunk from 11 million troops to 1.5 million. With such a surplus, many defense contractors are out of business. They're not making money right now," Andy explained.
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Meyer was still glued to his TV, surprised to see Andy.
Isn't that Hardy's financial advisor? Why is he on TV as an economic expert? But to be fair, he is an economic expert.
After watching Andy's entire segment, Meyer realized Hardy could use this show to subtly influence stock prices.
With Hardy's shrewdness, he wouldn't miss this opportunity to make a fortune. Meyer could already predict that the stocks Andy recommended would go up tomorrow, and those he dismissed would go down.
After the financial show, "The Elaine Tonight Show" aired.
Elaine stepped out in a stylish outfit, with dozens of audience members seated opposite her. They greeted the host with enthusiastic applause.
"Hello, everyone! I'm Elaine, and welcome to the premiere of 'The Elaine Tonight Show.' On this show, we'll invite some of the brightest stars for interviews, ask them questions you're
all dying to know, and even offer lucky draws with fantastic prizes," Elaine announced with flair.
"For the first episode, we have a special guest: Hollywood's heartthrob, Tyrone Power!"
Tyrone Power, one of the top stars of the 1940s, known for films like "The Mark of Zorro" and "Blood and Sand," had an enormous fan base. When Elaine introduced him, the audience erupted in excitement.
Tyrone stepped on stage, and Elaine invited him to take a seat.
"Welcome to the show, Tyrone! Could you share with us what you've been up to lately?" Elaine asked.
"Well, I've just finished filming two movies and am currently preparing for a stage play. Plus, I'm doing a lot of charity work," Tyrone replied with his signature charm.
For the next half hour, Tyrone and Elaine chatted about his work, his interests, and even some funny anecdotes from his life.
The show flew by, with the audience captivated by Tyrone's stories and Elaine's engaging style.
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Meanwhile, MGM's boss Meyer was impressed. He knew that Tyrone Power was under MGM's contract, and it was a smart move for Hardy to feature such a high-profile guest on the show. The public loved Tyrone, and this could only boost ABC's ratings.
After Tyrone's segment ended, the program continued with a performance from a popular singer. The hour passed quickly, with viewers entertained by a mix of interviews, performances, and comedy skits.
Meyer thought to himself, "With a lineup like this, ABC is going to dominate the ratings."
By the end of the evening, it was clear that ABC's new programs were a huge hit. The network had managed to capture a broad audience with its diverse content, ranging from shopping and finance to entertainment and news.
NBC and CBS had their work cut out for them. The television landscape was changing, and Hardy's ABC was leading the way.
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