The New York Post’s business section finally did a story on ShopHQ’s name change to Evine Live (better late than never), and you will have to pardon our French here.
The article was what we in the journalism business would call a bl-w job. What does that mean? It was a fawning, unskeptical piece on the No. 3 home shopping network’s planned rebranding by new CEO Mark Bozek.
Here’s the headline; “Bozek’s No Clown: Brings Mojo to TV Shopping Channel.” The Post credits the former HSN honcho with bringing “brands with fans” to ShopHQ.
If you read the story, you get management-speak mumbo jumbo from Bozek about how Evine Live is going to be a competitor to Amazon.
Really? Well we’re going to earn $1 million (like Mr. Bozek) in the next year. Just because you say something doesn’t make it happen.
We appreciate Bozek making bold moves at ShopHQ, but rebranding a network, any network, is tricky business. We wish him luck.