The Wall Street Journal had already perceived this when a few days ago in an article by the journalist Suzanne Vranica, it published about the news at HSN.

HSN is a multichannel (TV, Web, paper catalogue) completely dedicated to the fashion shopping, furniture, personal accessories and other gadgets mostly feminine. To speak openly, a phenomenon with a paying public of about 94 millions of people. With the new season, started this Autumn, HSN (Home Shopping Network) has decided to find out new economical resources to pay its own developing projects. Not an easy thing if you consider that, for clear reasons of coherence and seriousness, the channel has never asked for any kind of ads. The solution thought by the management has been the product placement. A choice able to preserve the credibility of the brand and, at the same time, to find out financial helps through the brand integration. Among the most important examples of the network startegy, the WSJ underlines the one about Barilla (we even knew about Kraft), become “owner” of a cook programme during which it gives pieces of advice about new recipes or better ones ‘own. After the first month of trial, the marketing sector of the channel has sent out all its commercial agents all over the world to promote such a chance. The offer is quite interesting for different brands both in Italy as well as in Europe, that would have the chance to become visible as technical sponsor (thus in a coherent contest) in a very short time to a huge public of mostly 100 millions of people.