It used to be easy to scoff at the shopping channels. They were a showcase of cheap trinkets, horrible fashion and costume jewelry. While the last two are still a fixture in the guise of the God-awful designs of the Quacker Factory and the fake diamond goodness of Diamonique, it's becoming harder and harder to find a way to dismiss them.

Combined, the two largest shopping channels QVC and HSN generate over $10 billion in revenues.

Certainly this means that they are filling retail needs in America that are not being met elsewhere. For example:

1. The channels were likely first adopted by shut-ins who couldn't easily shop for themselves. This demographic is also unlikely to use the web as a primary means of shopping like younger generations. It allows them to shop without having to rely on friends and family.

2. Bargain shoppers will often find good deals on name-brand merchandise. QVC uses their clout with their suppliers to be able to offers good prices on things like Dell computers and Birkenstock shoes. The deals

3. It allows a product that needs more than a blurb have an audience. It gives the consumer the opportunity to be educated. Why do they need a new HDTV? What is Blu-Ray? A catalog description might not spur a prospective customer to buy, but a live demonstration on QVC might. A sentence in the latest Williams-Sonoma catalog might describe a set of pots and pans, but Bob Bowersox can show me what I can do with the cookware in front of my eyes on "In the Kitchen With Bob". Which leads to...

4. Friendly, attractive hosts are on live 24 hours a day. People have come to like the personalities on these channels. HSN has Shannon Smith and Colleen Lopez. QVC has Lisa Robertson and Jill Bauer. They have very dedicated fanbases who just like tuning in to see a familiar face.

5. It's easy. Maybe I've been looking around for a new TV set. Or I can stand to lose a couple of pounds. Or I want to buy a box of strawberry cheesecake from Junior's in Brooklyn. The shopping channels can help me shop for all of these and more from the comfort and convenience of my own couch. Armed with remote in one hand, credit card in another, I can order what I need (or want) and it will be delivered to my doorstep in just a matter of days. You don't have to be a shut-in to appreciate things being brought to you.

And what's wrong with any of this? Why should people feel bad about liking the Quality Values and Convenience of QVC? While there's been a mini-explosion of niche channels selling coins and jewelry around the clock, it's remains free market where consumers benefit from a lot of choices. These channels may not be your cup of tea, there certainly are reasons to watch. Every channel out there has someone who finds it the best channel out there.

Learn more about this author, Joseph Coughlin.
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