A&E Spins Off Two Catalogs

Taking a page from TV series spin-offs, New York-based A&E Television Networks in March spun off two catalog titles, Biography and The History Channel, from its The World of A&E catalog.

The 50-page History Channel catalog is scheduled to mail in the summer and the fall in addition to the spring. The 32-page Biography catalog mailed to the Biography magazine subscriber list, the company’s direct response buyers, and some rented names, although Jennifer Kohl, director of direct marketing for A&E Television, would not provide specifics. Like the core World of A&E book, the spin-offs sell videos, gifts, and collectibles.

The new catalogs were inspired by the popularity of A&E’s Biography cable television series and the demand for nostalgia videos, Kohl says. It doesn’t hurt that the network’s core catalog, The World of A&E, has exceeded expectations with double-digit growth. According to Ridgefield, CT-based list manager D-J Associates, A&E has 40,363 12-month buyers. The average order is $78.

Not surprisingly, there is merchandise crossover among the three books. For instance, a History Channel-branded video titled The History of Britain also appears in The World of A&E. And the video retrospective Christianity: The Second Thousand Years is sold in all three catalogs, Kohl notes, because it appeals to Biography magazine readers as well as to History Channel and A&E viewers.

But beginning this fall, Kohl says, the catalogs will feature merchandise branded specifically for their individual markets. For example, The History Channel catalog — which has more male buyers than the other two books — will feature more videos on sports, the military, and history.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.