CNN TO ADD RETAIL STORES

By: Megan Larson E-Stores Launched Throughout CNN Online Network





(Mediaweek) Turner Broadcasting is incorporating e-commerce into network Web sites CNN.com and CNNfn.com. Nexchange Corp., with clients such as Orvis and Hickory Farms, has been tapped to design and manage the retail service on a day-to-day basis.



The E-Stores, as they have been named, have already launched on each site, but over the next few weeks each shopping sector will be tweaked to accurately reflect the tone of the individual site it serves. Products sold go beyond CNN branded sweatshirts. For example, the travel section on CNN.com will sell guidebooks.



In addition to building revenue through e-commerce, Turner Broadcasting Sales will also sell ad space on the E-Stores to other retailers.



"CNN online visitors index well above the Internet average in terms of their propensity to shop online and their willingness to make online purchases according to syndicated research," said Charles Theiss, senior vp for Turner Broadcasting Sales Interactive Operations. "Moreover, the CNN brand name is one of the most widely recognized and respected in the world. These two factors underline the success we feel certain will come to the CNN.com E-Stores and the retailers who participate."



The CNN Interactive network, which controls 12 different sites, enjoys more than six million unique monthly users and averages 650 million page impressions a month.





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